Decoy Effect
Adding a third option that nobody should choose makes one of the original two look better; robust with stylised numeric options, weak or absent with real products and perceptual attributes.
An everyday example
The Economist's print-only tier priced the same as print-plus-digital, making the bundle look like a gift.
What it can cost you
Choosing the 'obviously better' option in a set someone constructed; over-estimating how often this works on you.
Warning signs
- One option exists to make another look good.
- The middle one feels like the obvious choice.
One thing to do
Remove the option you would never take and re-compare the two that remain against your needs.
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