[Video Available] Increase Sales Methods - Anchoring Effect

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productA game called "Seven"ice cream coneIce cream with the logo "".promiseThe packaging clearly indicates the contents. 7 This is a formal commitment to consumers, and also an established "anchor point".

• covert operationsIn fact, each package contains 8 branch.
• Consumer journey:
  • First purchaseThe consumer opened the package, counted the items, and found there were eight. Their first reaction was, "Huh? Did they pack the wrong ones? What a steal!"
  • Purchase againOut of curiosity or to verify, I bought another batch, only to find it was still 8 pieces. I thought to myself, "Is there a problem with this company's quality control? Are they always giving me extra?"
  • Multiple verificationsAfter several purchases, it became clear that "there's always one extra." My perception shifted to: "This isn't a mistake; it's a 'hidden bonus'!"

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The underlying psychological mechanism

This case demonstrates the synergistic effect of multiple psychological factors:

• a. Anchoring effect
  • Anchor pointThe number "seven" is clearly marked on the packaging.
  • InfluenceConsumers base all their value judgments on this "seven". The money they pay is to buy "seven" ice creams, which is the basis of the transaction.
  • Reference pointThat extra "eighth one" becomes an additional, priceless "value." The brain automatically makes a comparison: "I spent the money for 7 and got the product of 8."
• b. Surprises and unexpected experiences
  • The core of marketing has been upgraded from "meeting needs" to "creating surprises." Consumers expected to receive 7 units but received 8, which created a "positive expectation gap."
  • This sense of surprise triggers the release of dopamine in the brain, producing a feeling of pleasure. This pleasure then becomes closely associated with the brand.
• c. Endowment effect and loss aversion
  • The "endowment effect" refers to the phenomenon that once a person possesses something, their evaluation of its value increases significantly compared to before they possessed it.
  • When consumers open the packaging and find the extra eighth item, they instantly perceive it as "mine." If the merchant mistakenly requests its return, they feel as if they have "lost" something they already possess (loss aversion). This fear of loss reinforces the real feeling of "getting a good deal."
• d. Social Identity and Word-of-Mouth Communication
  • Once consumers discover this "secret," they will have a strong desire to share it. Why?
    • Show intelligence"Look how amazing I am! I discovered this secret!"
    • Provide value"I'll tell you a great way to save money/get a bargain, okay? Aren't I nice to you?"
    • Social currencyThis becomes an interesting topic of conversation and is an excellent form of "social currency".
  • This kind of word-of-mouth communication between people has a credibility and influence far exceeding any expensive advertising.

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The merchant's ingenious calculation

• Extremely low costThe cost of giving away an extra ice cream may be very low, but it is extremely cost-effective to use it to achieve advertising results, brand loyalty, and sales growth.
• Avoiding legal risksIf the packaging says "7 pieces" but you actually receive "8 pieces," this is "exceeding the promise" and is perfectly legal. Conversely, if it says "8 pieces" but you only receive "7," that would be fraud.
• Building a brand imageThis subtly shapes the brand into an image of being "generous" and "unconcerned," establishing a deep emotional connection.

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Systematic application and extension of the anchoring effect

1. Dialogue Framework Anchor Points (Guided Selection)

• CaseThe noodle shop owner asked, "One egg or two eggs?"
• In-depth analysis:
  • Weak anchor"Would you like an egg?" — The anchor point is "0," and the reference point is "no egg." Consumers are likely to answer "no."
  • strong anchor point"Add one or two?" — The anchor point is "must add eggs," with the reference points being "1" and "2." Consumers' thinking is forcibly pulled into the framework of "quantity choice," forgetting the option of "not adding eggs."
  • applicationWidely used for upselling and add-on sales. For example, a coffee shop asks, "Would you like a large or medium?" (omitting the small size); McDonald's asks, "Would you like to try the newest XXX?"

2. Price Anchoring (Sacrifice Throw and Decoy Effect)

• CaseMobile phone pricing (3000 yuan vs 4000 yuan); Supermarket wine (thousands of yuan vs a few hundred yuan).
• PurposeThe goal is not to sell the most expensive item, but to make the target product appear more reasonable and cost-effective.
• Extreme price anchorPlace a very high-priced product (such as a bottle of red wine costing thousands of yuan). Its existence is to define the "ceiling," making the mid-to-high-priced products next to it (costing a few hundred yuan) seem "approachable."
• lure product anchoringLaunch a product similar to the target product, but with a significantly worse cost-performance ratio.
  • Electronic subscription: $59
  • Print subscription: $125
  • Electronic version + print version combined: $125
  • The "print subscription ($125)" option is a lure that makes the "electronic + print combined ($125)" option seem like an incredible deal, thus leading most people to choose this most expensive option.
  • Price reduction anchorThe label reads "Original price XXX, current price YYY". The "original price" is the powerful anchor point, allowing consumers to perceive a huge value difference.

3. Visual and Environmental Anchors

• CaseHigh-end restaurants will set the first page of their menu as their expensive "signature dishes"; clothing stores will display the most fashionable and expensive styles in their windows.
• These "high-value" items that first catch the eye set the consumer's "value expectations" for the entire brand or store.
• When customers flip through the pages and walk further in, seeing other products, they think, "Oh, this one is relatively less expensive," which increases the overall average order value.

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How can I apply this in my own business?

1. Define your core product/priceThis is what you really want to sell.
2. Set an "anchor point":
   • Quantity AnchorCould you offer an "extra surprise" on top of what you've promised? (For example, an extra sample or an extended warranty period)
   • Price AnchorCould you please include a comparison option? (e.g., a more expensive plan, a version with slightly lower cost-effectiveness)
   • Dialogue AnchorCould you change your question format from open-ended to closed-ended? (For example, instead of "What do you need?", change it to "Do you prefer option A or option B?")
3. Testing and OptimizationObserve consumer reactions. Which anchor point is most effective in boosting sales? Conduct continuous A/B testing.

Competition in modern marketing is not just about products and prices, but also about "consumer perception." Whoever can more skillfully set that initial "anchor point" will gain an advantage at the starting line of consumer decision-making.

Further reading:

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• Leslie Cheung's Struggle
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