Fake Offers Make Consumers Want the Real Thing
An international magazine offered three subscription options. Option A: For a modest price, you could have the online edition. Option B: For about twice as much, you could have the printed edition instead. Option C: For the same price as the printed edition alone, you could have both the printed and online edition. If you think that no fool would choose Option B, you will be pleased to know that no fool is likely to. Yet to accuse Option B of pulling zero response would be inaccurate.