What is one purpose of including a premium option in a three-option proposal?

• A. To make the middle option seem like a bargain
• B. To confuse the buyer
• C. To maximize the premium to the customer
• D. To replace the basic option

Answer: (A)

The key idea is that a premium option acts as a decoy to shift how value is perceived. By presenting a high-priced choice alongside a middle and a basic option, the middle choice starts to look like a smart, strong value in comparison to the premium. The premium sets an anchor, so the middle option feels like a bargain while still offering more than the basic one. This isn't about confusing the buyer or about maximizing the premium for the customer, and it doesn't aim to replace the basic option; the strategic aim is to steer the buyer toward the middle option by framing value through contrast.