Cognitive biases lead people to evaluate options in context. There are strong biases that impact decision making when there are one or two options.
In a study by Daniel Mochon at University of Missouri, participants were split into three groups and asked to purchase DVD players.
|1||Presented a Sony DVD player||9% interested in purchasing|
|2||Presented a Philips DVD player||10% interested in purchasing|
|3||Presented both DVD players||32% chose Sony, 34% chose Philips|
Participants that were presented a second choice were 6.5x more likely to exhibit an intent to buy.
The single-option aversion bias can be overcome by providing a second option which is clearly worse. The presence of the worse option makes it clear that the primary option isn’t as bad, and the audience feels like they have a choice in making the decision.
In addition to single-option aversion, Contrast effect bias and Extreme aversion bias can also influence decision making. As a general rule, present three options when driving consensus
|Single-Option Aversion (missouri.edu)||@Daniel Mochon, Assistant professor of Marketing at Tulane.|
|How the Perfect Number of Choices Can Increase Conversions - Foundr||Foundr|