A price anchor is a reference point against which a customer judges how favourable an offer is. People do not evaluate price in absolute terms, but in comparison with what they have at hand – another option in the price list, the original price, or the cost of an alternative solution. In practice, this means that the arrangement of the price list influences the choice: with three packages, most people choose the middle one, while with a single option the customer compares it with the competition. For services, it helps to state what the solution would otherwise cost, for example with internal employees. However, the presentation must remain truthful – showing a crossed-out price that never actually applied is a misleading commercial practice. The aim is not manipulation but providing a clear framework for comparison. It can be verified simply: present the same offer to two groups of customers in a different arrangement and compare which option they choose.
See also: Price list on the website versus price on request, Pricing of services, Unfair commercial practices.
