Pricing Architecture · Strategic Marketing by Eduardo Wöetter

Three cups lined up on a dark counter illuminated by a warm light. On the left, a small white paper cup; in the center, a medium white paper cup that is slightly crumpled; on the right, a large glass cup filled with a latte, featuring latte art on the surface and a hanging black tag that reads "PREMIUM EXPERIENCE - $6.50 -". The background is dark and blurred, suggesting a cafe setting.

The Illusion of Free Choice: How the Decoy Effect Manipulates Customer Decisions

Discover how the Decoy Effect manipulates human perception and forces your customer to choose the most expensive package. A Strategic Essay on pricing architecture and Behavioral Economics.

2026-03-17 · 5 min