Anchor pricing: guiding purchasing decisions with the price anchor

Anchor pricing describes a psychological principle in which the first number mentioned - the "anchor" - influences the perception of subsequent prices. A high starting price is often deliberately set so that a subsequent offer appears particularly favourable in comparison. Consumers unconsciously orientate themselves towards this reference value, which can strongly influence their price perception and purchasing decisions. This effect is used specifically in marketing and e-commerce, for example by crossing out original prices or comparative offers.