In the context of consideration sets, the attraction effect occurs because adding superior brands to a set increases the attractiveness of a dominant brand, making decisions easier for consumers.

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The attraction effect, also known as the decoy effect, occurs when the addition of an inferior option (decoy) makes one of the existing options more attractive, not by adding superior brands. This effect makes the option that is superior to the decoy appear more attractive in comparison, influencing consumer choice.

In the Context of Consideration Sets, the Attraction Effect Occurs