← Back to the library
Decision MakingMember ingredient
Decoy Effect
Adding an option that is worse than one existing option but not another can sometimes increase choice of the option that dominates it.
Public evidence overview
One checked source, with its limits.
This preview is not the complete evidence base. Use it as a question to investigate in your own product, not as a prediction of what an individual will do.
Checked source previewAcademic paper
No Evidence of Attraction Effect Among Recommended Options: A Large-Scale Field Experiment on an Online Flight Aggregator
Research-assisted source review
- What it supports
- The added decoy did not generally increase conversion or the target recommendation's market share, including across examined subsamples and conditions.
- Where it may not transfer
- A flight aggregator, its ranking, low overall selection rate and browser-level identification are context-specific. The null field result does not erase laboratory evidence but directly limits claims that a digital decoy is a dependable marketplace tactic.
See how sources and limitations are checked in our editorial method.
Member depth
Continue into the complete evidence and application.
Practitioner includes the complete checked source set, study context and practical takeaways for this ingredient. The public overview above remains available without upgrading.