Illusion of Choice
Offering several options that all lead to the same outcome for the seller — 'pay monthly or annually?', 'which colour?' — so that choosing feels like control and the real decision is never presented.
An everyday example
'Would you like to start Tuesday or Thursday?' before you have agreed to start.
What it can cost you
Exercising choice within a frame while the frame itself was decided for you.
Warning signs
- Every option is a yes.
- I feel in control and have decided nothing.
One thing to do
Ask what the option is that is not on the menu — usually 'neither' — and whether the presented choices differ in anything that matters.
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