 The decoy effect is usually measured by comparing the frequency of choice of the target, "A" in the absence of the decoy, "C", compared with when the decoy is present in the consideration set.The decoy effect can also be measured as how much more a consumer is ready to pay to choose the target rather than the competitor.Some research suggests that the attraction effect does not appear in realistic purchasing scenarios, for example when options are presented graphically, or when the target and the competitor are not exactly of the same value.