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by jljljl
1710 days ago
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A Decoy is when you introduce an option in the menu that is "absurdly" or illogically priced, in order to make other options seem like a better deal. Some examples: - Some restaurant menus will have 1-2 incredibly expensive entrees or appetizers. They know the volume on these items will be low, but they make other items seem less expensive by comparison. - The most famous example is how the Economist did pricing for their online and print offerings -- The offered Online-only for $60, Print for $125, and Print + Online for $125. Obviously the Print-only option makes no sense, it's just there to make the Print + Online seem like a better deal, and push you away from the cheaper $60 offering. A less pop-up filled explanation is here: https://cxl.com/blog/pricing-experiments-you-might-not-know-... |
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