Price anchoring

If you’ve ever gone to Kayak to look for a plane ticket,

entered your dates and destination,

pressed Search,

and then waited for 12 seconds

while an uncomfortably high price

sits before you on the screen

…

a high price

that just sits there

dangling

torturing you

as you think,

“oh no, that’s way more than I was hoping to spend”

and then

right before the blue progress bar

gets all the way across

it drops a few options that were more

in line with what you were expecting

and you feel

relieved

…

That’s Price Anchoring

in action.

…

There’s good reason

to lead with

your highest prices.

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