Choice premium effect

We love choice. Too much is never good, it makes us uncertain whether we have made the right choice (choice overload), but adding an extra option for a normally stand-alone product can't hurt. In fact, it even appears that it works better emotionally and subsequently increases conversion.

This in itself is not really news. More interesting is the recent article by Niv, Langdon and Radulescu (2015) in which they showed that an additional option to a normally stand-alone product created more positive sensations than when offered without an alternative.

Adding a choice enhances the feeling you get from the final choice.

Sounds tough doesn't it? Not really. Here's a quick example:

Normally at the pub, you ask your friends if they would like a beer. Nice, but by adding an extra option, in this case a Coke for example, the drink of your choice will be liked even more by your friends! What more could you want?

Online Persuasion tips for the choice premium effect

• Add a ‘Shop My Style’ option on your website, where you can purchase the entire outfit at once.
• If you focus on one product, sell the product in two different colors.
• At checkout, add not only free delivery, but also an option, such as ‘home within 12 hours’ for an unrealistic amount. Only makes free delivery look nicer.

Do be careful about adding an extra option to negative choices. If you have to choose between a bite of wasabi and a load of madame Jeanette chilies, this choice reinforces the feeling you have with it.

Find more online persuasion effects and tips at WheelOfPersuasion.com.