A couple arrive at a fancy restaurant and they’re offered the wine list. This establishment only has two bottles on offer, one costing £5 and the other costing £25. The second bottle seems too expensive and the diners select the cheaper one. The next week, they return. Now, there’s a third bottle on the list but it’s a vintage, priced at a staggering £1,000. Suddenly, the £25 bottle doesn’t seem all that expensive, and this time, the diners choose it instead.

Businesses use this tactic all the time – an extremely expensive option is used to make mid-range ones suddenly seem like attractive buys. The strategy only works because humans like to compare our options, rather than paying attention to their