{"id":4114,"date":"2024-09-06T11:08:52","date_gmt":"2024-09-06T07:08:52","guid":{"rendered":"https:\/\/eoninvestment.com\/?p=4114"},"modified":"2026-04-15T18:11:57","modified_gmt":"2026-04-15T14:11:57","slug":"decoy-effect","status":"publish","type":"post","link":"https:\/\/eoninvestment.com\/ka\/2024\/09\/06\/decoy-effect\/","title":{"rendered":"<span class=\"eon-recovered-georgian-title\" data-no-translation=\"\">\u10e8\u10d4\u10d3\u10d0\u10e0\u10d4\u10d1\u10d8\u10e1 \u10d4\u10e4\u10d4\u10e5\u10e2\u10d8<\/span>"},"content":{"rendered":"<p class=\"wp-block-paragraph\">We make decisions based on the principle of relativity and then consider them &#8220;rational.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This also happens when making investment decisions, especially when we use the multiples method in the valuation of organizations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">How does this work in practice?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When we have two organizations with different attributes to compare, it\u2019s difficult to make a comparison. However, if a third organization appears that is comparable to one of the others, we make an irrational decision.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Below in the diagram, A and B are comparable. As soon as -A appears, we conclude that A is better than -A, and we automatically follow that conclusion by thinking that A is better than B.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"754\" height=\"401\" data-attachment-id=\"4120\" data-permalink=\"https:\/\/eoninvestment.com\/ka\/2024\/09\/06\/decoy-effect\/image-132\/\" data-orig-file=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2024\/09\/image-2.png?fit=754%2C401&amp;ssl=1\" data-orig-size=\"754,401\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"image\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2024\/09\/image-2.png?fit=754%2C401&amp;ssl=1\" class=\"wp-image-4120\" style=\"width: 700px\" src=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2024\/09\/image-2.png?resize=754%2C401&#038;ssl=1\" alt=\"\"\/><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Of course, you might disagree. But I&#8217;ll give an example from a book*: Look at the advertisement from The Economist, where an illusory choice is made because the second and third options offer two different benefits at the same price. What decision do you think most subscribers will make under the influence of such an advertisement?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"654\" height=\"571\" data-attachment-id=\"4127\" data-permalink=\"https:\/\/eoninvestment.com\/ka\/2024\/09\/06\/decoy-effect\/image-133\/\" data-orig-file=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2024\/09\/image-3.png?fit=654%2C571&amp;ssl=1\" data-orig-size=\"654,571\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"image\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2024\/09\/image-3.png?fit=654%2C571&amp;ssl=1\" class=\"wp-image-4127\" style=\"width: 700px\" src=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2024\/09\/image-3.png?resize=654%2C571&#038;ssl=1\" alt=\"\"\/><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And if we eliminate the illusory choice, will anything change?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"755\" height=\"419\" data-attachment-id=\"4130\" data-permalink=\"https:\/\/eoninvestment.com\/ka\/2024\/09\/06\/decoy-effect\/image-134\/\" data-orig-file=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2024\/09\/image-4.png?fit=755%2C419&amp;ssl=1\" data-orig-size=\"755,419\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"image\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2024\/09\/image-4.png?fit=755%2C419&amp;ssl=1\" class=\"wp-image-4130\" style=\"width: 700px\" src=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2024\/09\/image-4.png?resize=755%2C419&#038;ssl=1\" alt=\"\"\/><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Now, look at the test results:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It appears that the principle of optical illusion works well in the decision-making process too.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u10ec\u10e7\u10d0\u10e0\u10dd:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Predictably Irrational: The Hidden Forces That Shape Our Decisions<\/strong><br \/>By Dan Ariely<\/p>","protected":false},"excerpt":{"rendered":"<p>\u10e0\u10dd\u10d2\u10dd\u10e0\u10ea \u10e9\u10d0\u10dc\u10e1 \u10d0\u10d3\u10d0\u10db\u10d8\u10d0\u10dc\u10d8\u10e1\u10d7\u10d5\u10d8\u10e1 \u10e7\u10d5\u10d4\u10da\u10d0\u10e4\u10d4\u10e0\u10d8 \u10e4\u10d0\u10e0\u10d3\u10dd\u10d1\u10d8\u10d7\u10d8\u10d0. \u10e9\u10d5\u10d4\u10dc \u10e1\u10e3\u10da\u10d4\u10da\u10e3\u10e0 \u10d2\u10d0\u10d3\u10d0\u10ec\u10e7\u10d5\u10d4\u10e2\u10d8\u10da\u10d4\u10d1\u10d4\u10d1\u10e1 \u10e4\u10d0\u10e0\u10d3\u10dd\u10d1\u10d8\u10d7\u10dd\u10d1\u10d8\u10e1 \u10de\u10e0\u10d8\u10dc\u10ea\u10d8\u10de\u10d6\u10d4 \u10d3\u10d0\u10e7\u10e0\u10d3\u10dc\u10dd\u10d1\u10d8\u10d7 \u10d5\u10d8\u10e6\u10d4\u10d1\u10d7 \u10d3\u10d0 \u10e8\u10d4\u10db\u10d3\u10d4\u10d2 &#8220;\u10e0\u10d0\u10ea\u10d8\u10dd\u10dc\u10d0\u10da\u10e3\u10e0\u10d0\u10d3&#8221; \u10d5\u10e0\u10d0\u10ea\u10ee\u10d0\u10d5\u10d7. \u10d0\u10e1\u10d4 \u10ee\u10d3\u10d4\u10d1\u10d0 \u10e1\u10d0\u10d8\u10dc\u10d5\u10d4\u10e1\u10e2\u10d8\u10ea\u10d8\u10dd \u10d2\u10d0\u10d3\u10d0\u10ec\u10e7\u10d5\u10d4\u10e2\u10d8\u10da\u10d4\u10d1\u10d4\u10d1\u10d8\u10e1 \u10db\u10d8\u10e6\u10d4\u10d1\u10e1 \u10d3\u10e0\u10dd\u10e1\u10d0\u10ea, \u10d2\u10d0\u10dc\u10e1\u10d0\u10d9\u10e3\u10d7\u10e0\u10d4\u10d1\u10d8\u10d7 \u10e0\u10dd\u10ea\u10d0 \u10dd\u10e0\u10d2\u10d0\u10dc\u10d8\u10d6\u10d0\u10ea\u10d8\u10d4\u10d1\u10d8\u10e1 \u10e8\u10d4\u10e4\u10d0\u10e1\u10d4\u10d1\u10d0\u10e8\u10d8 \u10db\u10d0\u10db\u10e0\u10d0\u10d5\u10da\u10d4\u10d1\u10d8\u10e1 \u10db\u10d4\u10d7\u10dd\u10d3\u10e1 \u10d5\u10d8\u10e7\u10d4\u10dc\u10d4\u10d1\u10d7. \u10d4\u10e1 \u10e0\u10dd\u10d2\u10dd\u10e0 \u10db\u10e3\u10e8\u10d0\u10dd\u10d1\u10e1 [\u2026]<\/p>","protected":false},"author":12998525,"featured_media":4117,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_eon_insights_quality":"","_eon_insights_decision":"","_eon_insights_destination":"","_eon_insights_merge_group":"","_eon_insights_required_changes":"","_eon_insights_start_order":0,"_eon_featured_insight":0,"_eon_insights_map_version":"","_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[544945643,104753438],"tags":[],"eon_topic":[],"eon_learning_path":[],"eon_collection":[],"eon_level":[784445726],"eon_content_type":[],"eon_source":[784445719],"eon_idea":[784445702],"eon_framework":[],"class_list":["post-4114","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-predictably-irrational-the-hidden-forces-that-shape-our-decisions-by-dan-ariely","category-investor-psychology","eon_level-basic","eon_source-predictably-irrational-the-hidden-forces-that-shape-our-decisions-by-dan-ariely","eon_idea-investor-psychology"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Decoy effect - Eon Investment<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/eoninvestment.com\/ka\/2024\/09\/06\/decoy-effect\/\" \/>\n<meta property=\"og:locale\" content=\"ka_GE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Decoy effect - Eon Investment\" \/>\n<meta property=\"og:description\" content=\"\u10e0\u10dd\u10d2\u10dd\u10e0\u10ea \u10e9\u10d0\u10dc\u10e1 \u10d0\u10d3\u10d0\u10db\u10d8\u10d0\u10dc\u10d8\u10e1\u10d7\u10d5\u10d8\u10e1 \u10e7\u10d5\u10d4\u10da\u10d0\u10e4\u10d4\u10e0\u10d8 \u10e4\u10d0\u10e0\u10d3\u10dd\u10d1\u10d8\u10d7\u10d8\u10d0. \u10e9\u10d5\u10d4\u10dc \u10e1\u10e3\u10da\u10d4\u10da\u10e3\u10e0 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\u10e8\u10d4\u10e4\u10d0\u10e1\u10d4\u10d1\u10d0\u10e8\u10d8 \u10db\u10d0\u10db\u10e0\u10d0\u10d5\u10da\u10d4\u10d1\u10d8\u10e1 \u10db\u10d4\u10d7\u10dd\u10d3\u10e1 \u10d5\u10d8\u10e7\u10d4\u10dc\u10d4\u10d1\u10d7. \u10d4\u10e1 \u10e0\u10dd\u10d2\u10dd\u10e0 \u10db\u10e3\u10e8\u10d0\u10dd\u10d1\u10e1 [\u2026]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/eoninvestment.com\/ka\/2024\/09\/06\/decoy-effect\/\" \/>\n<meta property=\"og:site_name\" content=\"Eon Investment\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/facebook.com\/eoninvestment\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-06T07:08:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-15T14:11:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/eoninvestment.com\/wp-content\/uploads\/2024\/09\/image-1.png?fit=764%2C503&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"764\" \/>\n\t<meta property=\"og:image:height\" 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