ASYMMETRIC BY KEZIA AND ASHLEY

DOMINANCE PSYCHOLOGY
 What is Asymmetric Dominance?
Asymmetric Dominance effect also known as the decoy effect, as a phenomenon where consumers tend to
have a shift in their choices between two options when they are given with a third option that is
asymmetrically dominated.

An option is said to be asymmetrically dominated when it is inferior in all aspects with respect to one
option but inferior in some aspect and superior in other aspect with respect to the other option.

People generally evaluate things based on relativities rather than absolutes. This means that if we are trying
to choose between 2 things, introducing a third so that one of the three is inferior in every way except one.
This will automatically make one of the other 2 options more appealing.

So basically, the third option is used as a decoy which is utilized to increase preference for the dominating
option.
 Examples to understand
For example, there is a

• A) Hard drive with 600GB for $140

• B) Hard drive with 400GB for $100

• So in this case, people can choose product A as it has more space, but people can also choose product B as it
is cheaper. If a seller wishes to increase the number of consumers purchasing A, a third option can be
introduced:
C) Hard drive with 500GB for $180

• Since this option is more expensive than A and B, and has less space than product S, it will be asymmetrically
dominated by product A. Therefore, consumers will change their preference to product A as a result of the
introduction of the third option, as it looks like it gives a greater benefit and saves more money.
Huber, Payne, and Puto (1982 )
Sorry haha this so hard rip