The attraction effect—a phenomenon in which the entry of a new brand actually increases the market share of an existing brand similar to it—provides important implications for firms' product strategies. Although the attraction effect has been supported by many scholars, the practical applicability of this effect is not as straightforward as one might expect. In particular, a strategy of intentionally producing and marketing an inferior decoy brand to strengthen an existing in-house brand is difficult to justify from a cost perspective. Accordingly, this study examined methods that could potentially create the attraction effect more efficiently through two experiments. The results revealed that the attraction effect is maintained only when the decoy brand continues to exist in the market, but it does not necessarily need to be available for purchase (Experiment 1), and that the attraction effect still occurs even when the decoy brand enters the market first and the target brand enters later (Experiment 2). Strategic implications of these findings and directions for future research are discussed.