Learn the decoy effect of marketing psychology

Hello everyone, I am the starling teacher of the enterprise management assistant Qi Springboard. Today I will bring you a trick in marketing psychology: bait effect.

Before faced with a dual choice, people's hearts are always very entangled. Whichever one chooses they think the other is good, so modern people have difficulty in choosing.

If you and your girlfriend are going to have a meal, the girlfriend proposes to eat hot pot or Japanese food, and asks what you want to eat.

At this time, you will think that there are more meat dishes in hot pot, and Japanese sushi salmon is a food that has been on your mind recently.

Just when you are very entangled, your girlfriend said that German steak can also be added as an option. The addition of this option has changed the whole situation. At this time, you will make three options for comparison. German steak has no day The food is attractive and expensive. But a German steak will be more filling than a Japanese meal.

In the end, because of the addition of the German steak option, most people will tend to choose to eat hot pot.

Why did we hesitate when there were only two options, hot pot and Japanese cuisine.

But when German steak appeared, we could immediately choose the hot pot option.

Because at this time, the bait effect accelerates our selection speed, and German steak is a bait.

What is the decoy effect?

The "bait effect" refers to when people are entangled in two equally advantageous choices, because the addition of a new choice, which we call "bait", makes an original choice appear more attractive. The option aided by the "bait" is often referred to as the "target", while the other option is referred to as the "competitor".

To exert the "bait effect", first of all, there are multiple factors (such as price, performance, reliability, etc.) that need to be selected for reference, and each choice has its own advantages and disadvantages in various factors. Under the action of these factors, People often have a hard time deciding what to choose.

The most common "decoy effect" is the "asymmetric overwhelm" situation. In this case the "bait" option is inferior to the "target" option in every way (but has advantages and disadvantages compared to the "competitor"), i.e. "asymmetric", which makes the "target" option more attractive. It is this "bait effect" that makes people feel overwhelmed when making choices, and even feel like they have lost control over their lives.

How can we use the bait effect to speed up consumer decision-making?

1, Singles and Combinations

Highlight the combined price with two uneconomical singles.

For example, a friend who sold furniture sold a double bed with a price of 5,000 yuan and a mattress with a price of 1,500 yuan for a 30% discount. However, during the promotion period, the business was not very good. It is suggested that the double bed is still priced at 5,000 yuan, and the mattress is still priced at 1,500 yuan, but a combination is made on the other side of the two products: bed + mattress, which only sells for 4,500 yuan, which is different from the previous two items. There is no difference in the sale price. But the effect is quite different. Since the combination sales were adopted, these two products have become very popular, with more than 30 pieces sold in a month, which is more than the whole year of the previous year. Of course, we can also use this method to bind outdated products to achieve the effect of destocking.

2, unequal price increments

Usually when we go to the movies, we like to buy a little snack, in front of the three kinds of popcorn pricing, small cup of popcorn 10.8, medium cup of popcorn 12.8, large cup of popcorn 17.8, which one would you choose ?

Most people will choose the second.

Although the purpose of merchants is not to sell small and large popcorn at the beginning, it is just to make these two prices as bait to speed up people's choice of medium cups.

When there is an unequal increase in price, consumers will immediately compare the price difference between the two, and when the price difference is more obvious, they will quickly choose the product with the smaller price difference.

Then continue to compare other factors of products with small price difference, such as size, length, time and other comparisons.

Finally came to a product that is considered to be cost-effective. Have you figured out how to apply the bait effect of

to your marketing?