The+predictably+irrational+entrepreneur+Part+II

At the suggestion of one of my colleagues, I changed the choices to Burger King and Wendy's since the Burger King-McDonald's comparison seemed to be too one-sided. 99 students took a "Wendy and the King" survey to compare their preferences for Wendy's, Burger King, and/or a third alternative no one should want - a Burger King that does not serve breakfast. The logic is "Why would someone want a Burger King that does not serve breakfast when you could get one that does for the same price?"

In findings shared by Dan Ariely on The Economist subscription plans and preferences for dating, the inclusion of a third alternative that nobody wants (similar to another, but "uglier") enhances peoples' preferences for the "handsomer" but similar alternative. In this study, the appearance of a Burger King that does not serve breakfast should have enhanced the attractiveness of a full-service Burger King. Instead, it appears that the appearance of the "inferior" third alternative seems to have captured votes away from Wendy's.
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