Experimenters presented participants with two hypothetical servings of ice cream.
Results of the study showed that consumer were willing to pay more for a 7-ounce scoop of ice cream that was overfilled than they were an 8-ounce scoop that was underfilled.
The less-is-bettter effect describes the consumer tendancy to choose the worst of two options when they are presented seperately.
See the full study here :
Hsee, C. K. (1998). Less is better: When low‐value options are valued more highly than high‐value options. Journal of Behavioral Decision Making, 11(2), 107-121, https://doi.org/10.1002/(SICI)1099-0771(199806)11:2<107::AID-BDM292>3.0.CO;2-Y
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