Why it matters
The menu itself can influence which option looks attractive. Establish your needs before comparing neighbouring options.
A worked example
A £3 small drink and £5 large drink are joined by a £5 medium drink of the same quality. The medium is worse value than the large, which may become more attractive.
Illustrative example · simplified assumptionsA common mistake
Buying the largest option just because a worse one sits beside it.
Where the idea needs care
The effect is not guaranteed. Compare options against your own needs, not just against each other.
Apply the idea
Explain this concept using a different example from your spending, work, business or a policy debate. State what stays fixed and what could change the result.
See the supporting infographic
The written explanation above is the main lesson. This image offers another way to remember it.
Sources and further study
Examples and explanations by Alibomics. Numeric illustrations are not current market quotations.