Can You Create 'I Just Find Myself Choosing It'?! How to Make Your Service Look Attractive Using the Decoy Effect
Have you ever had an experience like this?
When choosing a restaurant or a service, have you ever thought, 'Why did I end up choosing the more expensive one among similar plans?'
Thinking about it later, you might feel a bit uneasy, wondering, 'Did I really need that?' but in that moment, you naturally reached for it, thinking, 'This one looks like a better deal!'
Actually, there is a 'psychological trick' lurking there that works unconsciously.
Hello, I'm Iguchi. By the way, as a sole proprietor, I am learning about marketing and copywriting while repeating practice and verification every day.
At first, I thought, 'Decoy effect? What's that?' but when I looked it up, it clicked: 'Ah, I fell for this myself back then!'
In this article, I will explain the decoy effect using examples like movie theater popcorn and service pricing plans so that anyone can understand it immediately.
By the time you finish reading, you will not only be able to choose wisely as a 'buyer,' but you will also gain tips on how to make your own services look more attractive as a 'seller.'
What exactly is the decoy effect?
Simply put, the decoy effect is a psychological effect where you make it easier for people to choose a specific option by intentionally including a 'decoy' option as a comparison within the choices.
It seems it is also called 'asymmetric dominance' in psychology. In other words, when there are three options, if two options have similar levels of attractiveness but one is clearly inferior (or slightly inferior), people tend to compare that 'inferior option' with the 'non-inferior option,' and as a result, they tend to choose the non-inferior one.
Human psychology is quite interesting, isn't it?
Let's think about it with a familiar example! Movie theater popcorn edition
You have likely experienced this decoy effect in various situations in your daily life. For example, imagine buying popcorn at a movie theater.
Small size: 500 yen
Large size: 800 yen
With just these two, many people might be hesitant about which one to choose. 'Is a small size enough? But is the large size a better deal?'
But what happens if a 'decoy' is added here?
Small size: 500 yen
Medium size: 750 yen
Large size: 800 yen
What do you think? Don't you think, 'Wait, if the medium size is 750 yen and the large size is 800 yen, the large size is definitely a better deal since it's only a 50 yen difference!?'
This is exactly the decoy effect.
The medium size option acts as a 'decoy,' steering you to see the large size as more attractive.
The medium size isn't that attractive on its own, but it plays the role of highlighting the value of the large size.
How can freelancers and sole proprietors use the decoy effect?
This decoy effect can also be a hint for service design and pricing for us freelancers and sole proprietors.
For example, suppose you are contracted to build a website.
[Standard Plan Presentation]
Light Plan (simple 3-page structure): 150,000 yen
Standard Plan (5-page structure + inquiry form): 250,000 yen
In this case, the customer might worry, 'Is there really a 100,000 yen difference...?'
[Plan Presentation Utilizing the Decoy Effect]
Basic Plan (simple 3-page structure): 150,000 yen
Value Plan (4-page structure + simple blog function): 230,000 yen
Premium Plan (7-page structure + blog, inquiry form, SEO measures): 250,000 yen
What do you think?
Doesn't the 'Premium Plan' look like a great deal because the 'Value Plan' functions as a decoy?
With only a 20,000 yen difference, if you get more pages and SEO measures, the psychology of wanting to choose the Premium Plan kicks in.
Of course, the plan used as a decoy shouldn't be completely worthless.
It's important to have an exquisite balance where it has some value, but makes people think, 'Is this a bit of a loss?' compared to other plans.
I felt once again that how customers perceive the content and pricing of the services you provide is truly important.
Summary: To use the decoy effect wisely
After learning about the decoy effect, what I felt was'People's choices are surprisingly guided unconsciously.'But at the same time, I thought, 'If you know that psychology, you can use it in your own business, and conversely, when you become the consumer, you can make smarter choices.'
As a sole proprietor, knowledge of these psychological effects should be a strong ally in conveying your services attractively to customers.
Of course, using it to deceive customers is a no-go, but incorporating it as a way to make your service's value easier to understand is definitely an option!
Next time you choose a product or service, it might be interesting to look at it from the perspective of, 'Wait, is the decoy effect being used here?'
Thank you for reading until the end.
I would be happy if this article led to a small realization like 'I see, that's what it was!' or provided a hint for your own ideas.
Following me would be a great encouragement. I will follow back as well^