One example is the way a restaurant uses an “anchor” dish on its menu: this
is an overpriced dish whose sole aim is to make everything else near it look
like a relative bargain. Another example is the Goldilocks effect where you
provide users with three alternative choices. However, two of the choices
are decoys: one is an overpriced, gold plated version of your product;
another is a barely functional base version. The third choice — the one you
want people to choose — sits midway between the other two and so feels
“just right.”
Salience
“My attention is drawn to what’s relevant to me right now.”
This principle tells us that people are more likely to pay attention to
elements in your user interface that are novel (such as a colored ‘submit’
button) and that are relevant to where there are in their task. For example,
there are specific times during a purchase when shoppers are more likely to
investigate a promotion or a special offer. By identifying these seducible
moments you’ll learn when to offer a customer an accessory for a product
they have bought.