Think Design : Anchoring

Most blog posts take about 15 minutes to read. This one should only take you about 5.

Today, we’re taking a look at another concept that affects the decisions we make. And I’ll warn you now: even when you know of this effect, it will be almost impossible to avoid falling for them.

Imagine you are going to donate to a charity you support. How much would you give:

  • $10
  • $25
  • $100
  • $500
  • $1000

I’m going to guess you chose either $10 or $25. Very few would choose $500, and almost no one would choose $1000. The reason is anchoring. When we have a few options to choose from, we often use an anchor as a kind of reference point, and compare the other options to it. In this case, the first number we see is $10, so we compare the other amounts to $10. Here, even $100 seems a lot when compared to $10.

But imagine if the order was reversed:

  • $1000
  • $500
  • $100
  • $25
  • $10

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