Card #8

Anchoring & Adjustment

When making decisions, we rely too heavily—or anchor—on one trait or piece of information.

How might this apply to the Web?

In unfamiliar situations, we tend to assess things based on a single known anchor from which we make relative adjustments. These anchors are often a numeric value, such as an original price or a single attribute such as megapixels on a digital camera. Oddly enough, even the suggestion of a completely irrelevant number can influence subsequent numeric predictions. What anchors are you intentionally—or unintentionally—provinding people?

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