B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
84%
84% -- share choosing expensive bundle with decoy for Economist subscription experiment respondents (2025)
In Dan Ariely's Economist experiment, 84% of respondents chose the expensive print+web bundle when the print-only decoy option was present.
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
84%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Dan Ariely
Primary
Tier B
https://kirro.io/ab-testing-pricing ↗
Source Article
A/B testing for pricing: a practical guide
A/B testing for pricing means showing different price points, tiers, or page layouts to separate groups of visitors. Then you measure which version earns more revenue. It’s one of the highest-impact tests you can run. Also one of the riskiest if you do it wrong.
Don’t start by testing different doll…
Original Research
Dan Ariely
· Original study ↗
Methodology
Dan Ariely's Economist decoy pricing experiment
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Economist subscription experiment respondents: 84% share choosing expensive bundle with decoy. Source: Dan Ariely (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/decoy-bundle-selection-ariely
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<blockquote cite="https://lighthousedata.io/data/decoy-bundle-selection-ariely" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>84%</strong> -- share choosing expensive bundle with decoy for Economist subscription experiment respondents<br><small>Source: Dan Ariely (2025) · <a href="https://lighthousedata.io/data/decoy-bundle-selection-ariely" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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