New product introduced into the product portfolio does not have to cannibalize the market share of current products. Even without generating direct sales, properly designed new product can increase the market share of currently offered product, and it can decrease the proportion of customers who decide not to buy. This is caused by the asymmetric dominance effect, consequences of which are dependent on personal traits of a customer. This field offers opportunities for use in the business practice, and it is also a promising research area with the impacts of interpersonal differences, and ways of resisting the effect in decision making to be further investigated.