"Three is better than two": Increasing donations with the attraction effect

Five experiments (Ntotal = 2,503) tested the attraction effect and its boundary conditions in the context of helping behaviour. Participants could choose one donation appeal in a set of either two or three alternatives. The three alternatives set included a decoy – an alternative that resembled but was clearly inferior to a target (i.e., the most beneficial) alternative. A clear and consistent pattern emerged: Participants chose the target alternative more frequently and perceived it as more beneficial (and somewhat less costly) when the decoy was present compared to when it was absent. This finding was robust when the attribute ratings of the alternatives were unclear, when the target alternative offered a bundle of unrelated products, and when participants could refrain from donating altogether, or contribute any amount they wished. Our findings offer concrete and simple strategies that charities can implement at zero cost to increase giving and the perceived benefits that people’s good deed bring about to those in need.