Consumers are more likely to choose an option if a third, less attractive option is introduced. We all know this effect from Mcdonald’s, known as the Decoy Effect, which influences shopping decisions, especially in subscription services and product packages. Well every industry could adjust this method especially for “sale” and tailored personalised offerings!
Now every brand I have helped I’ve used this method to really drive conversion and push them to the product I really wanted them to engage with….
🛫 Complex Airlines 🛫
🛫 Option A: Economy class ticket for $200 with no additional perks.
🛫 Option B: Premium economy ticket for $500 with extra legroom and free beverages.
🛫 Decoy Option C: Premium economy ticket for $450 with extra legroom no free beverages.
Which would you naturally go for 👀 ……
Option C makes Option B more attractive because for a slightly higher price, passengers perceive they are getting significantly more value, thus increasing the likelihood of choosing the premium option over the economy!
Welcome aboard Complex Airlines – $500 tickets now sold out!
