The idea
The supplied reference grades defaults and loss aversion as strong, anchoring, numeric decoys and charm pricing as moderate, and general choice-overload claims as contested. These grades guide how much confidence to place in a hypothesis; they do not guarantee a local effect or a fixed size. Menu complexity, customer familiarity and the purchase setting can change the result.
Use it thoughtfully
- Label tactics in briefs as strong, moderate or contested.
- Use strong effects as defaults in design.
- Test moderate and contested tactics before scaling.
An example
ILLUSTRATIVE EXAMPLE: A team prunes a 30-pack menu as a test, not a certainty, because choice overload appears only when options are complex and preferences unclear.
A question to try
Which tactic in your current campaign rests on the weakest evidence?
A useful framework is a starting point, not a guarantee. Effects vary with the audience, product and situation. Use truthful evidence, respect customer choice, and test the result.