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This content has been automatically translated from Ukrainian.
Apparently, each of us faced a situation where the first number, the first word or even the first thought influenced subsequent decisions. For example, you go to the store and see the price tag: «Discount! It was UAH 2,000, it became UAH 1,500». This «starting price» suddenly seems so high that UAH 1,500 looks like a bargain. This is the anchoring – psychological phenomenon that shapes our behavior and decisions.
What is anchoring?
Anchoring (from English. anchoring <TAG1> – anchor«) » is a cognitive bias that occurs when initial information, even if it is not entirely relevant, affects our perception and decision. The first voiced fact or number becomes a kind of «anchor», to which we subconsciously attach all subsequent estimates.
This effect was described in detail by psychologists Amos Tversky and Daniel Kahneman, who in their research proved that anchoring can affect various spheres of life: from buying goods to making complex financial or professional decisions.
How does anchoring work?
The mechanism is simple. When we encounter new information, our brain begins to look for a reference point to process and understand it. This reference point is a «anchor». Here are some examples:
- Prices. When you are offered a discount on a product, the starting price looks like a comparison point. The higher the initial figure, the more attractive the discount seems, even if the real value of the product does not correspond to the initial price.
- First impression. A person who immediately names his strengths at the interview forms the impression of a competent specialist. Even if its flaws become obvious later, the initial «anchor» will remain conscious.
- Negotiations. Imagine that you are negotiating the price of services. If the first proposed figure is – 10,000 UAH, then it becomes the basis for further trading. Even if the final amount is UAH 8,000, it will still seem more «smart» than if the conversation started with UAH 6,000.
Why does anchoring work?
The human brain is looking for simple solutions in a complex world. Anchoring allows you to save resources by providing «with a ready-made benchmark» on the basis of which we make decisions. In addition, we often underestimate the impact of the first information, thinking that we are acting rationally.
However, there is another side of the coin. Anchoring can become a trap if the starting information is biased or manipulative. That is why marketers and sellers actively use this effect in their work.
How to avoid the influence of anchoring?
To reduce the impact of this cognitive bias, it is worth learning to critically evaluate the first information. Here are some tips:
- Check sources. If you got a number or fact, try to understand if they really have a justification.
- Compare alternatives. Do not make a decision based on just one proposal.
- Pause before the decision. Give yourself time to reflect on the situation before acting. This allows the brain «to free itself from the original anchor.
- Avoid hasty conclusions. Remember that the first impression may be false.
Anchoring in everyday life
This effect is not always negative. In the right hands, anchoring can help create an effective sales strategy, build trust, or even influence the resolution of social problems. The main thing is to be aware of its power and use it to your advantage.
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