Adopted from the following great insight shared by Dan Ariely from the book Predictably Irrational

1. Decoy effect – Introducing a –VE of something , as a decoy , can influence choice/human behavior when that something is pitched against some other option.
2. Anchor effect – First impression is always the best impression , and can influence all our decisions relative to that impression.
3. Gravitational pull of FREE – We agree with it or not , all humans have a natural inclination towards something offered for FREE even though that product/service being offered is not something that we desire.

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