When Gretchen and Beien went shopping for their first washing machine and dryer, they were pretty overwhelmed with the number of options. They researched carefully before narrowing their choices down to one brand. Their preferred brand has three washers:

 
 
 
 
 
 

That’s right. The retailer has provided Option 1 as a price decoy to make it easier for consumers to make a trade-off decision. Most consumers will choose Option 3.