What is the most amazing or shocking thing you know that most people don't?
有什么你知道但大多数人都不知道的惊人真相？
Debjit Saha Updated Aug 23
People fall victim to the Decoy Effect day in and out. They see it daily, go through it and yet do not realize.
人们一次次成为“诱导效应”的受害人。他们日常生活中常看到这种效应，经历过无数次却仍不知其中奥秘。
So you go to the movie night with your date, and on your way to the screen, you stop by at the popcorn counter to pick up a tub of delicious, buttery popcorn.
Lets say, you see only two options. A small bag for $3 or a large tub for $7.
所以假设你和约会对象要去看电影，然后在你看屏幕介绍挑选要看哪部电影时，你路过了卖爆米花的柜台，想说买桶美味的黄油爆米花。然后，你看到柜台只有两种爆米花选项。3美元的小桶装和7美元的大桶装。
Which one do you choose?
你会选哪个呢？
More often than not, you'll choose the small option for $3 - you will reason yourself that the popcorn is not healthy anyways with the butter in it - so lets get the smaller one and it is also 50% cheaper.
通常情况下，你会选3美元的小桶装——你心里会这么想，爆米花里有黄油，反正不是什么健康食物——这样的话，还是选小桶装比较好，而且小桶装（比大桶装）还便宜一半。
“$7 feels like a huge rip-off especially for such an unhealthy snack”
“7美元的大桶装感觉实在是太贵了，尤其对这种不健康的零食来说。”
But what if we were given another option...
A medium for $6.50
但如果又给了我们一个选项……6.5美元的中桶装呢？
All of a sudden the equation is totally changed. You would throw away all your health reasoning behind not buying the $7 version, that you had earlier.
You say: “For only 50 cents, I get a large over a medium!”
突然间，这个等式就完全变了。你会抛掉之前不买7美元大桶装所有的健康顾虑。你会说：“只要多付50美分，中桶装就能变成大桶装！”
And all of a sudden $7 provides you a great value. You are sold. Bam!
然后突然间，你觉得7美元的大桶装更划算。然后你就上钩，大手一挥买了！
This is the Decoy Effect and you just fell victim to one of the very popular marketing ploys in the world.
这就是“诱导效应”，恭喜你，你刚成为世界上最流行的市场营销策略的万千受害者之一。
Small businesses to large companies, all of them use decoys in their pricing to alter your decision making in order for you to spend more.
Here are some more examples:
从小公司到大公司，他们在定价产品时都有用到这种市场营销策略以改变你的决策，从而诱导你花费更多。下为一些实例（decoy为诱饵选项）：
Last but not the least. Here is a special case of what is called a double decoy - a pricing decoy strategy for two different types of customers:
最后但也很重要的一点是。如下是一个被称为“双重诱饵”的特殊实例——针对两种不同类型的顾客所使用的引诱性定价策略：
A budget consumer looking to upgrade would buy the iPhone 8 plus instead of the iPhone 8 as they would get more value by spending a little more.
比起iPhone8，想要升级设备的经济型消费者会选买iPhone 8 plus，因为只用多花一点钱就能得到更多价值。
And a person who would have anyways bought the Plus edition of the iPhone would not spend a little extra to get the top of the line model, as the Plus used to be the top of the line earlier with iPhone 6 and 7 :-)
而如果一个总是买iPhone Plus版的人是不会为最新型号多花一点钱的，因为在之前的iPhone 6和7中，Plus版总是最新型号。:-)
Update: I would like to add another cool decoy pricing example. I was recently on biggerpockets[dot]com researching some real-estate investment deals.
更新内容：我想再加个很酷炫的引诱性定价事例。我最近在biggerpockets.com网站上研究些房地产投资交易。
That’s when I landed on the sales page for their in-house e-book and here is what it looks like:
我登录查看了它们网站内部的售价页面，详情见下：
That’s not one, not two but three decoys to sell one single package. The discount seals the deal.
这不是用一个或两个，而是用三个诱饵选项来引诱人们买全包版。折扣价让人们更倾向买第四个全包版的选项。
（译注：全包版是前三个选项有的它都有，再额外加个所谓的“bonus”别的产品）
Kevin Riemer Jun 24, 2018
The decoys are particularly baffling to me in the case of fast food restaurants where free drink fill-ups are available regardless of cup size and yet people continue to purchase the large cup of soft-drink paying the additional cost.
诱饵营销特别让我困惑的是快餐店案例，在快餐店，不管你选择多大的杯型，你是能免费续杯的，但人们却仍选择额外多花点钱买大杯型的软饮料。
Full Disclosure: It was our 34th wedding anniversary last week and my wife and I celebrated with our traditional DQ ice cream treat. This year I wanted a Blizzard with sizes; small, medium, and large.
大公开：上周是我们结婚34周年的纪念日，我老婆和我都是去冰雪精灵（Dairy Fairy）吃个传统口味的冰淇淋来庆祝。今年我想吃暴风雪冰淇淋（Blizzard），有三个杯型可选：小、中和大。
The small cup was really too small to share, the medium cup was only $0.50 less expensive than the large, and the large cup (which we bought) was just too damn large. And so, if this were a card trick, and we knew the ace of diamonds was being forced on us, we still “chose” to pick the ace of diamonds. Knowledge is not so much power as the entry lane to frustration.
小杯的真的太小了，没法跟人分享着吃，而中杯的只比大杯装的便宜50美分，但大杯的有忒大了（但我们最终买的是大杯）。如果这是在表演纸牌戏法，即使我们知道方块A是强迫加给我们的，我们仍会“选择”方块A。知识与其说是力量，倒不如说是通向挫败沮丧的入口。
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