Bacalah teks berikut untuk... - Soal UTBK No.127

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Tryout UTBK-SNBT 01 UTBK Literasi dalam Bahasa Inggris

127.
Bacalah teks berikut untuk menjawab soal nomor 126 sampai 130!
The Option Nobody Wants
In a well-known experiment, students were offered three magazine subscriptions: online only for $59, print only for $125, and print plus online for $125. Almost no one chose the print-only option, yet its presence changed behavior. When it was included, most students chose the combined package. When it was removed, most of them chose the cheaper online-only subscription.
Economists call the print-only option a decoy. It is not meant to be bought; it exists to make another option look like a bargain. Classical economic theory assumes that adding an option nobody wants should not change people's preferences between the remaining choices. The experiment suggests otherwise: people often judge value not in absolute terms but by comparison with whatever alternatives happen to be in front of them.
Critics note that the effect becomes weaker when buyers know the product well or when the decoy is obviously inferior in every respect. Still, sellers apply the principle widely, from popcorn sizes in cinemas to the tiers of cloud storage plans.
Why does the experiment challenge classical economic theory?

Most students preferred printed magazines even though they were more expensive.

Students were unable to calculate which of the subscriptions offered the lowest total price.

The online-only subscription became more popular when its price was reduced.

The combined package was chosen because it was the cheapest of the three options.

An option that was almost never chosen still shifted preferences between the other two.

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