Studies such as this have been repeated with various other products and tradeoffs. One I found particularly interesting involved microwave ovens. Subjects were given the choice between an Emerson priced at $110 and a Panasonic priced at $180. Both microwaves were on sale at one third of their regular price. Less than half of the subjects--43 percent--chose the Panasonic. Then the researchers gave subjects a third choice, a Panasonic priced at $200 that was only 10 percent off the regular price. Only 13 percent chose the $200 Panasonic, but this time 60 percent chose the $180 Panasonic.
What these studies show is that consumers frame choices differently when presented with different alternatives. Simonson and Tversky proposed that when faced with a choice between x and y options, adding a 3rd option (z) that is inferior to one of the initial options (y) will increase the likelihood that the individual will choose y.
How you frame choices for your clients matters. Are there ways that you incorporate this knowledge to help sell your product or service?