Anchoring Bias
Anchoring Bias is a cognitive bias where people rely heavily on the first piece of information they receive (the "anchor") when making decisions. In UX, the first numbers, prices, or options users encounter can disproportionately influence their choices.
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The Psychology Behind It
Anchoring bias works because the human brain often uses the first available information as a reference point for evaluating subsequent data. Once an anchor is set, users tend to adjust their decisions based on that initial piece of information, even if it's irrelevant or arbitrary.
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Real-World Applications
Pricing Strategies: Retailers use "original price" vs. "discounted price" to prime customers into perceiving better value.
Pricing Plans: Subscription services (e.g., Netflix) show the most expensive plan first to make others seem more reasonable.
Product Comparisons: Showing a high-end product first makes the mid-range options appear more affordable.
Visual Examples
Don’t
$79
Buy
Do
$99
$79
Buy
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Common Mistakes
Mistake: Using misleading anchors to manipulate user decisions.
Fix: Use anchors ethically by ensuring they're relevant, transparent, and aligned with user expectations.
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How to Apply It in Your Design
Position prices strategically – Start with the mid-tier option to avoid anchoring too high or too low.
Provide comparisons – When showcasing multiple options, ensure the first choice isn't automatically the most expensive or least valuable.
Highlight value over price – Make sure users understand the value of what they're paying for rather than just focusing on discounted prices.
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Key Takeaways
The first piece of information shapes user perception and decisions.
Anchoring is powerful in pricing, but should be used responsibly.
Strategically placed anchors help guide user choices without manipulation.
User Psychology 3
Psychology Behind UX Design
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