Less-is-Better Effect

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 Making11(2), 107-121,<107::AID-BDM292>3.0.CO;2-Y

Want to know more about biases?

Noble Edge Effect

Authority Bias

Just-World Hypothesis