Make your preferred choice more attractive by introducing an obviously inferior option.
Definition
The Decoy Effect is a cognitive bias where people tend to have a change in preference between two options when presented with a third option that is asymmetrically dominated. This third option is the 'decoy' that is intended to make one of the other options more attractive.
Do
Introduce an option that is clearly inferior to make your preferred choice stand out
Ensure the decoy is less attractive but comparable to the most expensive or comprehensive option
Use this effect carefully and ethically to guide users towards beneficial decisions
Avoid
Overuse this effect, as it can lead to mistrust if users feel manipulated
Use this effect to mislead users into harmful or non-beneficial decisions
Rely solely on this effect; always maintain user value and service quality
When to apply
When trying to influence user choices or purchases
When presenting multiple pricing or package options