Back to Templates
STRATEGY CANVAS
Decoy Effect Strategy Planner
Design your product tiers to create asymmetric dominance, pushing users to your target option.
LIVE PREVIEW
| Target Option (The Winner) | Competitor/Low Option | The Decoy (The Nudge) | Why it works? |
|---|---|---|---|
| Large Popcorn ($7) | Small Popcorn ($3) | Medium Popcorn ($6.50) | Medium is close in price to Large but much smaller, making Large look like a deal. |
| Digital + Print Sub ($12) | Digital Only ($10) | Print Only ($12) | Print Only is same price as the Bundle, making the Bundle a 'no-brainer'. |
| -- | -- | -- | -- |
| -- | -- | -- | -- |
Instructions
- 1Identify the Target: Which option has the highest margin?
- 2Create the Decoy: Make it strictly worse than the Target, but similar in price.
- 3Asymmetric Dominance: The Decoy must be dominated by the Target, but not necessarily by the Low Option.
Pro Tip
You can import the downloaded CSV directly into Google Sheets, Excel, or Airtable. The formatting is universal.
About this Template
Structure your pricing menu to manipulate choice architecture using the Decoy Effect.
Key Features
Relation Mapping: Defining the dominance hierarchy.
Pricing Logic: Gap analysis.
Common Use Cases
SaaS Tiers: Driving 'Pro' upgrades.
Upsells: Food and beverage sizing.
Frequently Asked Questions
Can I use multiple decoys?
No, one is usually enough. Too many options cause choice paralysis.