The idea
An asymmetrically weaker alternative can influence the appeal of a target when customers compare relevant dimensions, but a middle-priced plan is not automatically a true decoy. The illustration adds a hypothetical comparison plan to unchanged lower and higher choices, exploring whether a modest extra payment makes the larger allowance seem attractive; these figures are not real offers and do not by themselves establish strict dominance or predict behavior. Use the example as a conditional test of the comparison set, checking comprehension, suitability and actual responses instead of assuming that movement toward the target demonstrates a better customer decision.
Use it thoughtfully
- Keep existing options unchanged in comparisons.
- Check dominance and arithmetic on relevant dimensions.
- Test whether the added choice helps informed decisions.
An example
In an illustrative catalogue, a customer compares a basic plan with a larger plan before seeing an intermediate alternative. The team keeps validity and terms consistent and asks whether the additional option clarifies value or merely creates a misleading comparison that encourages unnecessary spending.
A question to try
Does the comparison help customers choose what fits, or make one option attractive through an artificial distraction?
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.