Video quick keys
Transcript

Have you created a personal profile? sign in or create a profile so that you can create alerts, save clips, playlists and searches.

Length: 0:00

The Decoy Effect

Video Type: Case Study

Transcript

Auto scroll
  • Tools
    Tools icon close
    • Cite
    • Share
    • Embed
    • Download PDFopens in new window
Summary

Dr. Jonathan Pettibone explains the decoy effect as a way to cause someone to change their preference by adding a third option that would never be selected. In asymmetric dominance theory, the decoy influences a decision maker to choose whatever option more clearly dominates the decoy. Studies on this topic suggest that context affects decisions, particularly during longer deliberation times.

locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles