# Decoy effect When choosing between two alternatives, the addition of a third, less attractive option (the decoy) can influence our perception of the original two choices This effect can be leveraged in the context of sales. Present a third choice right in the middle of the two options you want to sell. This third choice should be priced higher than the option you want to sell the most. This will make the option you want to sell the most look more attractive in comparison to the decoy. The decoy is not meant to be chosen, but to make the other option look more appealing.