My expertise is in motivation theory and educational psychology, so I'll offer my 2 cents up from that perspective then on to the big picture.
This is a very old and well studied psychological effect. In its simplest form, it is used by parents and teachers regularly:
Scenario 1: Do it or else. You give a kid the choice between doing an assigned activity or chore and the alternative of a consequence for
not doing it. This method is generally considered 'confrontational' by
teachers since it sets up a possible divergence of goals between the
adults and kids. It also suffers from the classic mistake of adults
consciously offering a choice (don't do it should never be offered as
a choice!) that is not a desired outcome.
Scenario 2: Choose your favorite. You give a kid the choice of two different activities. Both are activities the adults would value as
appropriate outcomes. Kids feel empowered by the ability to choose
their favorite and are happy to cooperate. Whichever outcome the
student chooses will leave the adults and kids with their goals
aligned, namely that we want kids to be successful in appropriate
activities. You do not have to convince, coerce, or confront.
What about those online sales strategies?
Curated choices: As applied in a sales scenario, you should never give the prospective mark, er .. customer, the choice of not doing business with you. That is a foolish choice to offer your customers. They know they have that choice. They can walk out of the store or click off of the website anytime, but the salesperson should not be the one 'offering' that choice. Anyone who ever watched "Miracle on 34th Street" will recall the horror of the Macy's sales executives when they learned that their Santa was sending customers to Gimbel's!
Allow people to be themselves while they give you money. Certainly it is important to do business honestly and offer a valuable service at a market price, but there is more to it. People are not machines. They don't sit around ruthlessly calculating the best deal. They want to be impressed. They want to be sold to!
Instead of yes/no choices, you offer choices that inspire customers to go towards their natural tendencies, whether it is thrift, seeking the gold-plated doodad, or ruthless efficiency. Offering discounts on yearly subscriptions is an example of appealing to efficient people. Not coincidentally, those are the more 'logical thinkers,' the same people who are less influenced by the "ooh, pretty!" (luxury-seeking) and "dam, that's cheap!" (thrift) options. Careful, however, with the number of choices, since too many choices makes decisions noticeably more difficult and will drive away customers who get confused and do not see a clear path to their favorite deal.
Leave nothing to chance. The more you plan, the more YOU PLAN ... instead of somebody else! Nobody will care for your business as much as you, so do as much of the thinking and planning as possible. You will often see that one choice is setup as the default choice. The times you don't notice it, I suspect it is there anyway and I would look closer. Not having a choice or path preselected is almost as bad as offering the choice of yes/no.
So you lead them down the path where they can relax (effortless and entertaining, please) and look around for their preferred options. Generally, you want people to take it easy and make emotional decisions. The more people are asked to think, the more they will choose something you would prefer them to avoid. This is the reason so much of our advertising is mind-numbingly stupid. If you lead them right, on a pleasant path, and have the right options, people who are in the market for your service will subscribe at a much higher rate.
This is the basic version, of course. There are many books and courses offered in business, sales, psychology, and leadership programs all over the world. I suggest Google keywords of [psychology, sales, filtering, decision, options, choice] and look for reputable companies or universities. Interestingly, when you search for information about this topic, you will be inundated with sales pitches yourself. Life is so interesting ...