# 49. Manipulation of bias and heuristics in decision making ## 49.5. Methodology/Refinements/Sub-species ### 49.5.37. Less-is-better effect This is a preference reversal where a dominated smaller set is preferred to a larger set. For example, a 300g portion of ice cream overflowing a small cup is preferred to a 400g portion of ice cream in much larger cup. A manipulator can use this bias to persuade a victim to buy a small but valuable object instead of a larger but less valuable object, even if the real unit value is lower for the manipulated choice. Putting delicacies (like truffles or caviar) in small expensive looking packages allows a retailer to get a higher price per kilogram.