It’s one of those “must read” marketing behavior books. I got a chance to whip through it over the weekend along with reading Michael Masterson’s “Ready, Fire, Aim” and came across the decoy effect.

Now, I first heard of this before from my friend Todd Brown and Rich Schefren a while back. This decoy effect is the true secret to behavior and buyer control. Something Frank Kern would call “crowd control.”

So here’s what it is…

Dan did a test with The Economist magazine on their subscriptions and here we the results…

Here’s a cool video that describes it quickly…