Analyzing the "decoy effect"

04/16/2007 | Boston Globe (tiered subscription model), The

Marketers use a "triangulation" approach, or the decoy effect, to sell products. By offering three options, marketers are able to push consumers toward certain choices, usually the "middle" choice or product. This trend manifests itself not just with buying but also in voting, with even "American Idol" selections exemplifying the decoy effect.

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