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Add a third option, and more buyers choose your best plan

Oct 10
2 min read

Updated: Oct 11

Public-domain art plate: Redouté, Rosa indica cruenta (Les Roses, 1817–1824)
Pierre-Joseph Redouté, Rosa indica cruenta, from Les Roses (1817–1824).

An option that nobody buys can still change what people buy.

The study. Dan Ariely of MIT showed students a real Economist subscription page. One version had three offers. The other version had only two offers.

The finding. With three offers (web $59, print $125, print plus web $125), 84% chose print plus web. When the print-only offer was removed, only 32% chose print plus web.

Why it matters. Nobody chose print only. But it made print plus web look like a very good deal. People compare options with each other, not with a fixed value.

The takeaway. When you show plans, add an option that makes your best plan look like clear value. Make every option honest and real.

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