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We make comparisons in order to help us make decisions for the same reason we stereotype people: it’s a short cut for our brain when we don’t want to think too hard about something.

Look at this example from Dan Ariely’s book Predictably Irrational: option, and ZERO chose the second option.

Here’s the problem: we now know based on that study that if a guy makes over 0,000, a girl is most likely going to be more interested in him than a guy who makes a lot less, but is hotter.

So how are we really supposed to compare apples to apples if some guys tell us how much money they make and others don’t? because we don’t know what we want unless we have something else to compare it to.

So unless more guys start to fill in the income information, the inconsistency and lack of income data screws up any relative comparisons we’re trying to make.

Let’s agree that based on this study, we know that past a certain threshold, 0,000, girls care less about looks and more about money, and, there’s no amount of money a girl could make that would make a guy prefer her if she was in the bottom 10 percent in terms of looks.

Girls will trade out looks for money at a certain point whereas guys never will.

The marketing folks at The Economist who work on the pricing for subscriptions know exactly what they’re doing – getting you to focus on a relative comparison will drive you to the subscription they want you to buy, the 3 option, internet and print at 5.

Eliminating the 2nd option makes it hard for buyers to make a relative comparison with the 1st and the 3rd options because they’re not that comparable.

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