Anchoring (Psychology)

Why does a $50 bottle of wine look cheap next to a $200 bottle? That is Anchoring. It is a cognitive bias where people rely heavily on the first piece of information offered (the “anchor”) when making decisions. In marketing, the first price a customer sees sets the standard for everything else.

This section explains how to use anchoring in your pricing tables. We discuss placing your “Premium” package first to make the “Standard” package look like a great deal. This isn’t manipulation; it’s framing. By setting the right anchor, you guide the customer toward the option you actually want them to buy.