Behavioural Economics Primer: Anchoring

This article provides an overview of the behavioural economics concept of anchoring, our tendency to rely too heavily on one piece of information when making decisions.

Behavioural Economics Primer: Anchoring

Crawford Hollingworth The Behavioural Architects

Behavioural economics

This article is part of Warc's Behavioural Economics Primer.

Anchoring is our tendency to rely too heavily, or "anchor," on one trait or piece of information, often in the immediate context, when making decisions.

Anchoring is thought to be generated via two different effects:

  • The first is through deliberate, reasoned adjustment using our rational, conscious, logical 'System 2'. E.g. When choosing wine in a restaurant we might look at the most expensive wine on the list and the cheapest and make our choice by adjusting from...

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