A cognitive bias in which the first number or piece of information presented becomes a reference point (anchor) that strongly influences subsequent judgments and decisions. It is widely used in price negotiations and sale displays.
How Anchoring Bias Works and Its Application to Price Displays
Anchoring bias is the phenomenon where the first number you see unconsciously becomes your benchmark for judgment. When an e-commerce site displays "MSRP 12,800 yen - Sale price 7,980 yen," 7,980 yen feels "cheap." However, if only 7,980 yen were displayed from the start, the same amount would be less likely to create an impression of being "cheap."
This effect also appears in food delivery fee displays. When Uber Eats shows "Standard delivery fee 550 yen - Eats Pass member 0 yen," the 550 yen becomes the anchor, making the 498-yen monthly subscription feel like a bargain. For someone who only orders once a month, it's actually a bad deal, but the anchoring effect clouds that calculation.
How to Avoid Being Misled by Anchoring Bias
The countermeasure against anchoring bias is to ignore the presented "original price" and decide in advance how much you are willing to pay for the product or service. Writing a budget on your shopping list makes you less susceptible to sale displays.
Pre-confirmed fares in taxi-hailing apps also leverage anchoring bias. When GO Taxi or Uber Taxi displays the fare before boarding, that amount becomes the anchor, and you end up judging whether you "lost" or "gained" by comparing it to the meter fare. To judge calmly, it helps to develop the habit of comparing with train or bus fares for the same route.
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