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It's pretty impressive the Decoy Effect practically doubled choice selection. Thank you for this.

Two questions:

(1) would trying this with products that don't include anything physical alter the effect?

(2) how ethical is it to use the Decoy Effect?

Decoy is unnecessarily pejorative here. This is known as price anchoring. Anchoring is an influence tactic based on human psychological bias.

I am not really sure why ethics would come into this discussion. Do ethics come into picture when you are considering/selecting databases or programming languages?

edit: rephrased.

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