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A/B Testing Idea #34 - Display a higher price first

Tactic_ Display a higher price first

Description

People often use an initial piece of information to make subsequent judgements so if you display a higher price first, it will be the first one your customers read and they will use it as an anchor to evaluate the other prices.

Consequently, the following prices will appear smaller and better value in comparison because they are being seen in relation to the initial higher price.

Principles

  • Anchoring Effect (Tversky & Kahneman, 1974)

The Research

Anchoring Effect

The Anchoring Effect describes the way in which people utilise the first piece of information they receive as a point of reference for making judgements about subsequent pieces of information.

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