The Decoy Effect//
Have you ever wondered why fast-food chains offer so many choices?// All you want is a hamburger, but there are a dozen to choose from.// Something is going on here, but you don’t know what it is.// It could be the “decoy effect.”//
　The term “decoy effect” describes what happens to the way you make decisions about what to buy when there are more than two choices.// With only two choices, you will probably make a decision based on which looks better.// But when you are offered a third choice priced between the original two (a “decoy”), you are likely to take longer and finally choose the more expensive one.//
　Here is how that works.// You are at a movie theater, and you want popcorn.// The theater offers you two choices: a small bucket for $3 or a large one for $7.//
　Most people choose the small bucket.//
　But suppose that there are three choices: a small bucket for $3, a large one for $7, and a medium one (the decoy) for $6.50.//
　Now, most people will choose the large bucket.// They figure they get a lot more popcorn for only 50 cents.// The large bucket looks like the best deal.//
　The decoy effect is an example of a “nudge”—a little change that steers you toward a certain choice.// The decoy popcorn bucket “nudges” you to buy more popcorn—and spend more money.//
　The decoy effect does not violate your free will, because it doesn’t make  you buy the bigger size.// However, because of this nudge, the theater will sell more popcorn and make more money.//
　What makes the decoy effect so powerful is that you think that you are choosing independently and making a wise decision.// You are influenced without even realizing it.//
　You believe that you make all of your own decisions freely.// In reality, however, you are often being influenced by factors like the decoy effect which you are unaware of.//