✅ Psychology
Add a worse option to sell the one you want
Add a third option that is clearly worse than one of your offers, but not the other, and more people pick the offer it loses to. Huber, Payne and Puto showed this in 1982: the decoy rarely sells itself, yet it makes its neighbour look like the obvious deal. Later studies find the effect real but fragile, so treat it as a test to run, not a trick to rely on.