A price nobody wants can quietly push you to spend more.

A decoy price is an option that exists mainly to make another option look better. When a magazine priced print-only the same as print plus web, nobody wanted it, but it made the bundle look like a steal and steered most people toward it. Cover the decoy, and you can see which choice you'd actually make.

Try today: Next time you see three prices, cover the middle one and ask which you'd pick without it.