Imagine you are on a team responsible for pricing blenders. Your current product lineup includes two blenders with distinct features:


If you add a third blender with these features and price point, it will be a price decoy. Although it is available in five colors, its feature dimensions match the inferior product and it has the highest price. Having this option in the consideration set will make it easier for consumers to make trade-off decisions and be more likely to choose Blender 2.

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