Empathy Library

No. #133

Decoy Effect
- Altered Preferences with Additional Options

The decoy effect occurs when consumers change their preference between two options when presented with a third option that is asymmetrically dominated. This can be used in pricing strategies, product features selection, and more, subtly guiding users toward a preferred choice.

Read more on Wikipedia

Product example

A subscription service may offer three tiers, where the middle tier is priced closely to the highest tier but with significantly less value, making the highest tier seem more attractive by comparison.

Empathy tips

1

Strategic Option Placement

Use the decoy effect strategically in option placement to guide user preferences without coercion.

2

Transparent Comparison

Provide transparent comparisons that allow users to understand the value of each option.

3

User Testing

Conduct user testing to determine the most effective and fair use of the decoy effect.

4

Ethical Considerations

Consider the ethical implications of using decoy options to ensure fair treatment of users.

Related

No. #18

Anchoring
- First Impressions Last

The tendency to rely too heavily on the first piece of information offered (the 'anchor') when making decisions. This can affect how products are priced, how features are introduced, and how negotiations are framed.

No. #20

Contrast Effect
- Comparison Alters Perception

The contrast effect occurs when the value of a proposition is changed by comparing it to a recently observed contrasting proposition. This can impact user decisions in a product's favor or disfavor, depending on the alternatives presented alongside.

No. #22

Framing Effect
- Influence of Presentation

The framing effect is the tendency of our decisions to be influenced by the way information is presented, rather than just the information itself. This can significantly affect user behavior and choices, such as the perceived usability of a product based on its description.

No. #124

Zero-risk Bias
- Preferring Total Risk Elimination

Zero-risk bias describes the preference for completely eliminating a risk over reducing it, even when the reduction would result in a greater overall decrease in risk. This can lead to decisions that prioritize the elimination of minor risks at the expense of addressing more significant, but less absolute, risks. In product development, this might manifest in features or policies that offer complete safeguards against minor issues, potentially diverting resources from more effective, comprehensive risk management strategies.

No. #135

Status Quo Bias
- Preference for the Current State

Status quo bias is the preference to keep things the same by doing nothing or sticking with a decision made previously. This bias can affect user decisions in settings requiring change or adaptation, such as software updates, switching services, or adopting new technologies.

Need an empathic partner?

Anna Lundqvist portrait
Anna Lundqvist
UX Designer and AI Ethics Strategist guiding innovative product development and educational workshops
Eddy Salzmann portrait
Eddy Salzmann
Design lead and team culture enthusiast driving products and design processes
Ola Möller portrait
Ola Möller
Founder of MethodKit who has a passion for organisations and seeing the big picture
Hire us
+4670 23 23 300 /hello@aeo.ooo/ LinkedIn /Twitter (X)

© 2024 aeo. All rights reserved