The anchor effect is a phenomenon that is deeply rooted in human psychology and has played a role since the very beginning of our existence. This principle helps us make decisions faster in a world full of opportunities by providing us with clues that we can use to guide us. When faced with a plethora of options, we tend to subconsciously rely on the first impression or the first presented value as a point of reference — the so-called “anchor.” This anchor then influences our perception and decision-making, often without us even realizing it.

‍

Let's imagine that we're looking for a new home. The first property we visit is exceptionally expensive. This high price is an anchor in our heads. If we then look at other, cheaper properties, they appear to be much more affordable compared to Anker, even though, objectively speaking, they may still be expensive. This effect can make us make a decision more quickly, as the following options are perceived as “bargains.”

‍

For marketing experts, the anchor effect offers a powerful tool to specifically influence the buying behavior of customers. By setting reference points, companies can specifically control the perception of their products or services. A classic example of this is the so-called cut-off prices. By crossing out the original price of a product and presenting it next to a lower offer price, the higher price serves as an anchor that makes the lower price appear particularly attractive.

‍

The anchor effect can also be used in digital advertising, for example through carousel ads. By showing the most expensive product first, it acts as an anchor, which makes subsequent, cheaper products appear in a more favorable light. This not only increases the attractiveness of these products, but also the likelihood that customers will decide to buy.

‍

To effectively use the anchor effect in your digital marketing, you should design your campaigns in such a way that they offer clear and compelling anchor points. These can significantly simplify and speed up your customers' decision-making process, which can ultimately lead to stronger customer loyalty and higher sales. Always remember to use the power of first impressions to present your products in the best possible light and maximize the value that your customers attach to them.