In case you haven’t noticed, the New York Times new digital and home delivery offerings set up a version of the classic decoy effect. (See Dan Ariely’s famous experiment involving an Economist subscription for background.)
Option A) Online access to all content from NYT.com on computers and smartphones ($15/month) – The Digital Option.
Option B) Home delivery of Sunday New York Times ($30/month – yes, there’s a cheaper teaser price of $15/month but it ends after 12 weeks) – The Print Option.
But the New York Times has decided to offer print subscribers at any level free access to all NYT.com content. So there is now a third option.
Option C) Home delivery of Sunday New York Times plus online access to all content from NYT.com on computers and smartphones ($30/month) – The Print and Digital Option.
Option C dominates Option B. Its purpose is to make Option C look more like a bargain relative to Option A.
And lo and behold, it appears to be doing just that.
Tags: decoy effect