Sandro Stoffel|Jiahong Yang|Ivo Vlaev
Testing the decoy effect to increase interest in colorectal cancer screening
University College London|University College London|University of Warwick
literature consumer choice demonstrated inclusion inferior alternative choice decoy increase interest target product action two online studies tested impact decoys probability previous nonintenders screening test could significantly lower chances dying colorectal cancer find presence decoy increased probability choose screening target hospital screening 39 54 37 59 depending many hospital attributes communicated strongly decoy dominated target also show presence decoy associated lower levels reported decisional complexity undermining information seeking knowledge acquisition findings offer proof principle decoys potential increase screening uptake without negatively influencing informed choice