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Decoy effect 0:34
A 34-second explainer of Decoy effect, narrated over the same demo you can try yourself.
Try the interactive Decoy effect demo
What this video covers
The decoy effect occurs when adding an asymmetrically dominated option - clearly worse than one choice but not worse than every alternative - makes the option that dominates it more attractive.
With two plans, the bundle looked dear and you leaned towards digital. Add a print-only plan at the same price as the bundle - plainly worse - and the bundle suddenly reads as a steal. Nothing about it changed. The decoy just handed you an easy comparison to win, and your eye took it.
