Learn how first numbers frame value and shape willingness to pay. See how order, context, and reference points nudge price judgments.
Anchoring works by setting a salient reference that shifts customers’ willingness to pay toward the ______.
shipping speed
inventory level
anchor value
unit cost
Showing a high list price before your offer typically ______ average accepted prices in negotiations.
raises
lowers
makes prices illegal
has no effect
On pricing pages, a struck‑through “compare‑at” price most directly functions as a ______.
reference anchor
inventory badge
coupon code
tax estimate
Anchors that are wildly implausible risk ______ credibility and backfiring.
guaranteeing
eliminating
ensuring
reducing
When two prices are shown, people tend to evaluate the second price ______ to the first.
independent
randomly
mathematically
relative
Presenting the highest tier first is often used to set an anchor that makes mid‑tier options feel ______.
riskier
less available
technically superior
more affordable
If your costs spike, one lever to preserve margin without large price hikes is to adjust the ______ shown as the anchor.
tax rate
SKU code
shipping carrier
reference price
Anchoring is most effective when the anchor is seen ______ the target price.
never
before
after
at the same time
In A/B tests, adding an anchor typically increases conversion for offers priced ______ the anchor.
far from
below
exactly at
above
For enterprise discounts, stating the undiscounted annual value first then the deal price applies anchoring to highlight ______.
net working capital
perceived savings
server uptime
tax amortization
Starter
You’re spotting anchors but missing some sequencing nuances. Re‑read how first exposure frames value.
Solid
Good grasp of reference pricing and order effects. Tighten your sense of plausible versus unbelievable anchors.
Expert!
Excellent command—your anchors frame value without sacrificing trust. Keep testing ranges by segment.
