What you will learn
Why is it that when choosing between a small-sized popcorn for €3 and a large one for €7, most people will go for the small one, but if a middle-sized option for €6.50 (which no one actually buys) is added, they will choose the larger one?
Nonsense, isn’t it? If no one buys the middle option, we might as well leave it out, right? Well, it turns out we shouldn’t. The middle option isn’t there to sell. It’s there to sell the expensive one.
By changing the context, the presence of the middle option makes the expensive one suddenly look much more appealing. What’s magical about this solution is that you don’t touch the price of the product you want to sell more of, you just add a clever third option that makes all the magic happen.
This is it – meet the decoy effect.
If you want to increase sales, this book is unmissable. Through an array of compelling case studies and real-world examples, you’ll acquire the rules for creating a context for your customers.
We’ll illustrate how to strategically position your products in such a way that your customer chooses the option that you want them to choose.