use the decoy effect to secure higher prices

$1,999 outsells $1,799 Apple offered three 13-inch MacBook Pros – the basic model for $1499; the intermediate model for $1799; and the premium model for $1999. In this case, the intermediate model was a ‘decoy’, driving consumers to buy the premium model. Consumers did not want to buy the ‘cheapy’, and since the premium was…

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