Latest / The Pricing Marketing Podcast with Fexingo: Price Anchoring, Bundling, and Conversion Pricing
How Price Anchoring Makes You Pick the Most Expensive Wine
In this episode of The Pricing Marketing Podcast, Lucas and Luna explore the psychology behind wine list pricing — specifically how restaurants use a 'sacrificial lamb' bottle to anchor your entire choice toward a higher price point. They break down a real-world example from a high-end Manhattan steakhouse where a $1,200 bottle of Bordeaux is placed first on the list, making every subsequent bottle look reasonable by comparison. Lucas explains the decoy effect with concrete numbers: when you compare a $1,200 bottle to a $400 bottle, the $400 bottle feels like a bargain. Luna brings…
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