The Role of Comparison in Decision-Making

Comparison plays a significant role in human decision-making, often influencing perceptions of attractiveness and value. For instance, walking into a club with a friend who is slightly less attractive can make you seem more appealing by providing an effortless point of comparison. Marketers utilize this principle by incorporating decoy products into menus, where an exorbitantly priced item can make other options appear to be better deals. However, constant comparison can lead to dissatisfaction, as seen when individuals might crave more expensive items even after acquiring something desirable, demonstrating the dual nature of comparison that can guide or undermine our choices.