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.
The Decoy Effect
Tools icon close
- Download PDFopens in new window
Cite icon closeAPA
Pettibone, J. (Academic). (2016). The decoy effect [Video]. SAGE Knowledge. https://www.doi.org/10.4135/9781473980006
Pettibone, Jonathan. "The Decoy Effect." In SAGE Video. : SAGE Publications, Ltd., 2016. Video, 00:11:36. https://www.doi.org/10.4135/9781473980006.
Pettibone, J., 2016. The Decoy Effect, SAGE Video. [Streaming Video] London: SAGE Publications Ltd. Available at: <http://www.doi.org/10.4135/9781473980006> [Accessed 25 Jul 2021].
Pettibone, Jonathan. The Decoy Effect. Online video clip. SAGE Video. London: SAGE Publications, Ltd., 25 Jun 2016. doi: https://www.doi.org/10.4135/9781473980006. 25 Jul 2021.copy to clipboardorEndnote
Watch next in SAGE Video
More like this in SAGE Knowledge
We found other relevant content for you on other SAGE platforms.