In digital markets, people make billions of choices each day, often choosing options from predefined choice sets. An oft-discussed approach to influencing purchasing decisions is introducing an irrelevant option into a consumer's choice set—a decoy option—making another, often more valuable...

With the ubiquity of mobile devices and an increasing trend in extending real-world activities into the virtual, goal-directed platforms have experienced rising popularity as they provide individuals with enhanced capabilities for goal pursuit. Prior literature has demonstrated the important...