Consumers tend to have a change in preferences between two options when also presented with a third option that is asymmetrically dominated.
This asymmetrically dominated option is a decoy aimed to increase preference for the dominating option – the one marketers really want the consumer to choose.
An option is asymmetrically dominated when it is worse, in all respects, than another option. But, when compared to a expensive of the original two of option, it is worse in some respects and better in others.
In simple words, when there are only two options, people will tend to make decisions according to their personal preference and generally will chose the least expensive of the two choices available.
But when they are offered another strategical decoy option, they will be more likely to choose the more expensive of the two original options💸
For example, when consumers offered a small coffee for €2.50 or a large one for €3.50, most of them chose to buy the former.
But when another decoy option was added – a large €5.00 coffee, most consumers either chose the €3.50 one or the €5 one.