Latest / The Pricing Marketing Podcast with Fexingo: Price Anchoring, Bundling, and Conversion Pricing
How a $20 Bottle of Wine Explains the Decoy Effect
In this episode of The Pricing Marketing Podcast with Fexingo, Lucas and Luna unpack the decoy effect with a concrete example: a real-world wine list where a $20 bottle makes a $35 bottle look reasonable. They trace the psychology from Dan Ariely's MIT experiment to modern SaaS pricing tiers, revealing how a strategically placed decoy option can shift consumer choices by up to 40 percent. The conversation covers why Apple uses decoys in its iPhone lineup, how The Economist famously tested the concept, and why removing a decoy can actually increase sales of the target product. If…
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