The decoy effect is a phenomenon in which people are manipulated into making a certain decision by the introduction of a third option that is inferior to the other two. This effect can be seen in marketing, politics, and other areas of life. This article will
In marketing, the decoy effect is a phenomenon in consumer decision-making in which the inclusion of unattractive third option can change the perceived preference between the other two. This third option is asymmetrically dominated when it is inferior in all respects to one option; but, in comparison to the other option, it is inferior in some respects and superior in others. In other words, in terms of specific attributes determining preferences, it is completely dominated by one option and only partially dominated by the other. When the asymmetrically dominated option is present, a higher percentage of consumers will prefer the dominating option than when the asymmetrically dominated option is absent. The asymmetrically dominated option is therefore a decoy serving to increase preference for the dominating option. The decoy effect is also an example of the violation of the independence of irrelevant alternatives axiom of decision theory.