Asymmetric Dominance Effect

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Is a tactic where an option that is inferior is added to the comparison set. The lesser alternative makes the option that is dominated look more appealing.

Experiment 1: Students are presented with 2 annual subscription plans:

Option 1: $59 for online access.
Option 2: $125 for print and online access.

In this experiment, 68% chose print option, while only 32% chose online only.

Experiment 2:

Option 1: $59 for online access.
Option 2: $125 for print only.
Option 3: $125 for print and online access.

Now 84% chose the print and online option, while only 16% chose online only. No one chose the print-only selection.

Source: Dan Ariely experiment.

A little about us

Thank you for reading this article about Asymmetric Dominance Effect (we know, it’s a mouthful). We are Frictionless Commerce and over the last 11 years, we’ve thought about just one thing: how do we get online shoppers to convert? We’re fascinated by buyer psychology. Once we’ve understood how your site visitor thinks we use our 9 point copywriting process to convince and convert them.

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