Starbucks puts out "Evian" not to sell, but to show you.
This phenomenon is very common in the field of marketing, the Economist magazine has said a very classic case:
A magazine wanted to launch an online version, so they looked for marketing experts to plan, the experts did two programs:
One, the purchase of the online version of the 56 U.S. dollars;
One, buy the Internet plus the paper version of the 125 U.S. dollars.
As a result, users will mostly choose the $56 Web version.
But then the problem arose that no one bought the paper version, so another marketing guru was brought in, who gave three options:
One, buy the Web version for $56;
Two, buy the paper version for $125;
Three, buy the Web plus the paper version for $125.
The result is predictable: everyone picks the third option, and the second is really just a sidekick.
This trick can be seen everywhere in our reality, and if you pay attention to cell phone bill packages, you'll see that there are indeed chaperones out there, just to make the decision easier for you.
The underlying principle of this "juxtaposition mechanism" is what Nobel laureate Kahneman revealed: "Human subjective feelings come mainly from comparison."
What does this tell us?
For example, if you write a report for the leader, if you have enough time, the first draft can be a little brown, because no matter what, the leader will read it and make comments for you to change it, so the second draft should be held back, make it perfect, and in contrast, it's so much better than the first draft, and naturally, the rate of passing is also high;
Another example is that if you are a girl, looking for a girl friend to go out shopping, you can't look for a woman who is almost the same color as you, but you need to find one who is worse than you, and you need to find a woman who is a little bit worse than you. You have to find a little worse than you, the reason you naturally understand.
The "companion mechanism" is used everywhere in life, depending on whether or not you are a "person of honor".