Latest / The Pricing Marketing Podcast with Fexingo: Price Anchoring, Bundling, and Conversion Pricing
How a $79 Wine Anchor Makes You Buy the $35 Bottle
In Episode 37, Lucas and Luna break down the 'compromise effect' using a real-world wine list experiment. They explain how a $79 bottle of wine isn't meant to sell—it's an anchor that makes the $35 bottle look reasonable. Drawing on behavioral economics research, they show how restaurants, retailers, and even SaaS companies use extreme price points to steer customers toward middle-tier options. Specific examples include a three-tier subscription plan and a car dealership's trim levels. The episode ends with a practical tip: test an 'ultra-premium' tier to…
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