Latest / The Pricing Marketing Podcast with Fexingo: Price Anchoring, Bundling, and Conversion Pricing
How a Price Anchor Changes Your Negotiation Power
In episode 100 of The Pricing Marketing Podcast, Lucas and Luna explore how a simple anchor—a number you mention first—can shift an entire negotiation. They break down the classic 'Bosch thermostat' experiment where a single price changed willingness to pay by 30 percent, then walk through real-world examples from car dealerships to freelance contracts. They also discuss why the 'first number' effect works even when the anchor is absurd, and how to set a credible anchor without sounding aggressive. Specific, actionable, and backed by behavioral economics.
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The skinny
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