No. #18

- First Impressions Last

The tendency to rely too heavily on the first piece of information offered (the 'anchor') when making decisions. This can affect how products are priced, how features are introduced, and how negotiations are framed.

Read more on Wikipedia

Product example

If the first price seen for a product is high, subsequent prices will be judged relative to that anchor, potentially affecting perceived value.

Empathy tips


Establish Realistic Anchors

Set initial prices or feature expectations realistically.


Reframe Comparisons

Introduce comparisons that reset user expectations positively.


Educate Users

Provide context to help users understand why a product or feature is valued as it is.


Iterative Feedback

Gather and act on user feedback to adjust initial anchors over time.

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