The Anchoring Effect

When you see a price, your brain rarely judges that number on its own — it compares it with the first number it saw. This lesson unpacks the psychology behind the effect, based on classic research by two Nobel-winning psychologists, and explains why even a random number can skew every judgment that follows. It's a great fit for Marketing, Sales, and brand managers who write ad copy, design pricing pages, or put together quotes. You'll see how retail and tech companies in Vietnam build comparison points into every price touchpoint, from the original price on e-commerce marketplaces to the way plans are arranged on a pricing page, and how the number put forward first can decide the outcome of a B2B negotiation. The lesson draws a clear line between smart price experience design and manipulation that costs you customer trust. By the end, you'll have tools to improve how you present prices every day while staying transparent with customers.