Publicado el 21-10-2020

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The first piece of information offered automatically becomes the anchor, from which subsequent judgements are made. Anchoring is the persuasive practice of creating a reference point around which we as designers want all other information to be judged and compared to.

Anchoring in the Real World

Do this test at home: Find 3 bowls. Fill one bowl with cold water, the second with hot water and third one with lukewarm water. Now, stick one hand in the cold water and the other one in the hot water and keep them there for 30 seconds or so. Now put both of your hands into the lukewarm bowl. What you will feel now is that one hand will feel the water is warm, the other one that it’s cold.

It’s about the contrast. The same principle applies to price and other comparisons. Nothing is cheap or expensive by itself, cost is always relative. So how can we establish a comparison that makes your price seem cheap?

Once you’ve seen a 150 dollar burger on the menu, 50 dollars sounds reasonable for a steak. What’s the best way to sell a 2,000 dollar wristwatch? Right next to a 12,000 dollar watch. 4 dollars seem expensive for a beer in a run down grocery store, but cheap at a luxury hotel. This mental process has a name. It’s called anchoring & adjustment.

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