While this might not be an exact fit, marketers often follow something known as the Goldilocks Principle:
The Goldilocks principle is derived from a children's story Goldilocks and the Three Bears in which a little girl found a house owned by three bears. Each bear owned a separate copy of many things, such as food, beds, etc. After testing each of the three, Goldilocks determined that one was always too much in one extreme (too hot, too large, etc.), one was too much in the opposite extreme (too cold, too small, etc.), and one was "just right".
Known as Goldilocks pricing in market-speak, this usually involves presenting the customer with three options: budget, standard/regular, and premium/prestige. While the product is seldom identical, it could well be that the three options differ only minimally. The customer is usually drawn to the standard product as it feels "just right". Customers who want to feel like they are being prudent and thrifty will go for the budget option. Premium, status-conscious, or prestige buyers, on the other hand, will opt for the high-end version of the product for any of a number of reasons: belief that it ensures the best quality, status, etc.