For instance, are you surprised that most stores place toys near the bottom of the shelf (exactly where your kids will see them)? Or why soft drinks and candy bars are conveniently placed at the register, encouraging impulse buys?
Marketers use the decoy pricing strategy to influence consumer decisions by introducing a third, less attractive option alongside the main two. The decoy option is strategically priced to make the main option appear more appealing and create a sense of value.
We tend to lean toward the one in the middle when presented with three different pricing plans. This works so well that many businesses will highlight the center plan knowing most customers will choose it.