When we are shopping, we will find products that are good value for money. When a product that we won’t usually pick is placed with other poorer products, we might consider that product.
In an experiment conducted by behavioral economist Dan Ariely in Duke University, 100 university students looked at a magazine subscription ad. Then, they were surveyed to choose between (A) web version ($59) and (B) web and print version ($125).
68 students chose (A) and 32 students chose (B). In another round, a new option was given. They were allowed to choose (C) print version ($125).
It turnt out that 16 people chose (A) and no one picked (C). The rest chose option (B).
This experiment showed that people will do comparisons when making evaluations.
In general, our judgements will be influenced by the comparisons we make. When we are evaluating a product, the key point is whether the product has a strong relationship with our actions and goals.