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Have you ever found yourself making a choice between two options and feeling unsure about which one to pick or buy?

The Decoy Effect, also known as the asymmetric dominance effect, is a cognitive bias that leverages the power of perception to influence decision-making.

The Decoy Effect occurs when the third or less attractive option is introduced to change your decision-making between the main two options. The presence of this “decoy” option changes our perception of value and preferences towards one of the main options.


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