Decoy Effect
阅读材料
Decoy Effect
Businesses often have higher- or lower-priced versions of a product, and of course it is to their benefit if consumers purchase the more expensive one. However, consumers may not always feel the more expensive option meets their needs. Thus, to encourage consumers to opt for the expensive version, businesses may take advantage of a phenomenon known as the decoy effect. This involves introducing a third option that acts as a decoy, or distraction. The decoy is similar in price to the expensive option and makes the expensive option appear more desirable by comparison. This may lead consumers to purchase the expensive option, even though it may not be what they actually need.
听力材料
Now listen to part of a lecture from a business class. Okay, so an experiment was done at a movie theater that illustrates how this works. First, the theater offered two different sizes of popcorn, a small and a large. The small was pretty affordable at $3, but the large was twice the price at $6, and the researchers found that most customers bought the small popcorn when they had just those two choices. When the researchers asked the customers about it later, the customers said that they felt the small was all they needed, the large was more popcorn than they wanted, and kind of pricey. But something interesting happened when the researchers added a medium size to the menu. Now the medium size was priced at $5.50, almost the same as the large popcorn, but the size, it was only a bit bigger than the small. So based on this concept we're discussing, what do you think the result was? Well, it turns out, many more customers chose to buy the large popcorn. This time, when asked why they chose the large size, customers said that they saw it as the best deal. It just seemed like a lot more popcorn for not much more money. So you can see why, not only this movie theater, but in fact, many movie theaters would make use of this strategy, right?
问题
Explain how the example from the professor's lecture illustrates the concept of the decoy effect.
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The decoy efThe decoy effect is a strategy businesses use to encourage customers to choose a more expensive option by introducing a third as a decoy.
In the lecture, the professor gives an example of a movie theater selling popcorn. Initially, the theater only offered small and large sizes, and most customers chose the small one, thinking the large one was kind of pricey and unnecessary.
However, when the theater added a medium size, customers perceived the large as the best deal caz it just seemed like a lot more popcorn for not much more money.
Actually many theaters apply the decoy effect in this strategy.
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