Researchers showed three participant groups DVD player offers. Group 1 saw a Sony, group 2 a Philips, and group 3 could choose to buy either DVD player.
66% of participants agreed to buy a DVD player when presented with both models.
Only 9% and 10% would buy the Sony or Philips when they were offered as the only option!
We tend to avoid picking a single option when it is not presented with a competing option.
See the full study here :
Mochon, D. (2013). Single-option aversion. Journal of Consumer Research, 40(3), 555–566. https://doi.org/10.1086/671343.
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