Open Access

Lucas Simeon Moosmann

• Current research describes the decoy effect as a behavioral effect, with restrictive limitations and inhibitors and questions the practical implications of the decoy in real business (Yang and Lynn, 2014; Frederick et al., 2014). Three experiments studied the implications of the attraction effect in realistic settings containing visual stimuli and values delivered on more than one numerical dimension. The three settings studied were hotel room bookings, hotel room upselling, and soccer stadium ticket upselling. These studies resulted in significant attraction effects for cancellation condition decoys in hotel room bookings. Results in this study indicate that the implementation of an asymmetrically dominated decoy based on realistic settings might lead to people perceiving dominance differently. Additionally, we discovered that people were more satisfied with offerings containing a decoy in the soccer stadium ticket upselling. The modeling rooted in the data from the experiments forecasted an increase in revenue and practical implications in all tested settings.