How to Be Persuasive by Google's Group Product Manager
The Product Podcast
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Why the Economist Bothered to Put That False Choice In
Economist: When you have an obvious comparison in a set of options that you present people, make sure that obvious comparison is flattering the choice you want them to make. Dan Ariely's favorite example of this is if you're going out to a bar to meet people, you should bring someone who looks like you, but a little worse. The fact that print was in bad option caused a huge swing in people's preference towards the option that it was obviously worse than.
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