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Asymmetric Dominance Effect
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.
Other buyer psychology-based eCommerce conversion ideas
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“Is My Marketing Working?” A Unique Product Page Design Idea
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