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Apple and the bait effect
Have you ever wondered why Apple consistently presents multiple versions of the iPhone at once instead of just one?
February 3, 2019
Apple and the bait effect
Have you ever wondered why Apple consistently presents multiple versions of the iPhone at once instead of just one? In marketing, this trick is called asymmetric dominance — the Decoy effect.
In order not to go much deeper into psychology, behaviorism, and General semantics, we immediately proceed to an understandable example.
So, imagine that you are very fond of ice cream. You are at some sea resort. Anywhere. A hot and depressing summer day.
As you walk along the beach, you see a salesman tamping multicolored ice cream balls into beige, sun-baked cones. You can't pass by, so you turn to him.
The seller offers you the following: one ball — $ 2, two balls - $ 5, three balls — $5.5
Of course, your attention is immediately attracted by the slight difference between the cost of two and three balls in the horn. This is the Decoy-the decoy effect.
If used, the marketer is interested in maximizing profits. And the intermediate link of the three proposed is the bait itself(two balls of ice cream for $ 5), since starting from this amount, a person begins to evaluate the possibilities in favor of the seller, and not their budget.
By the way, the very first offer (one ball for $ 2) is usually just dust in the eyes to create contrast and illusion.
It doesn't matter who is behind this strategy — the marketing genius from Apple, or the seasonal ice cream maker. Behavioral psychology and comparative cognitive contrasts work here.
If there is no bait, and only offer ice cream for$ 2 and$ 5.5, then most people choose the cheapest. But if you add it...
Note how Apple acted after the presentation of the 11th iPhone: iPhone 11 — 699$, iPhone 11 Pro-999$, iPhone 11 pro max-1099$.
Now take a look at our offer. After reading, you can not leave your reactions under the post — this is the first. You can leave negative — this is the second. And, of course, you can put a positive reaction-like! This is the third outcome that we are counting on!
By the way! The bait effect does not work when the product does not represent any value to the person, which, in principle, is obvious. But we are still waiting for your likes!
In order not to go much deeper into psychology, behaviorism, and General semantics, we immediately proceed to an understandable example.
So, imagine that you are very fond of ice cream. You are at some sea resort. Anywhere. A hot and depressing summer day.
As you walk along the beach, you see a salesman tamping multicolored ice cream balls into beige, sun-baked cones. You can't pass by, so you turn to him.
The seller offers you the following: one ball — $ 2, two balls - $ 5, three balls — $5.5
Of course, your attention is immediately attracted by the slight difference between the cost of two and three balls in the horn. This is the Decoy-the decoy effect.
If used, the marketer is interested in maximizing profits. And the intermediate link of the three proposed is the bait itself(two balls of ice cream for $ 5), since starting from this amount, a person begins to evaluate the possibilities in favor of the seller, and not their budget.
By the way, the very first offer (one ball for $ 2) is usually just dust in the eyes to create contrast and illusion.
It doesn't matter who is behind this strategy — the marketing genius from Apple, or the seasonal ice cream maker. Behavioral psychology and comparative cognitive contrasts work here.
If there is no bait, and only offer ice cream for$ 2 and$ 5.5, then most people choose the cheapest. But if you add it...
Note how Apple acted after the presentation of the 11th iPhone: iPhone 11 — 699$, iPhone 11 Pro-999$, iPhone 11 pro max-1099$.
Now take a look at our offer. After reading, you can not leave your reactions under the post — this is the first. You can leave negative — this is the second. And, of course, you can put a positive reaction-like! This is the third outcome that we are counting on!
By the way! The bait effect does not work when the product does not represent any value to the person, which, in principle, is obvious. But we are still waiting for your likes!