Decision ArchitectureMedium Impact
Anchoring Bias
Definition
Anchoring Bias is the disproportionate reliance on the first piece of information encountered (the 'anchor') when making subsequent judgments or estimations.
Real-world examples
Seeing a 'Limit of 12 cans per customer' sign on soup cans causes shoppers to buy an average of 7 cans instead of the usual 3 or 4.
- In a salary negotiation, the first figure named tends to pull the final agreement toward it.
- 'Was $200, now $120' pricing anchors shoppers to the higher number so the discount feels larger than it is.
How to design for it (nudge strategy)
Set high but realistic starting values or suggested donation tiers (e.g., '$50, $100, $250' rather than '$10, $20, $50') to anchor the user's scale.
The evidence
Empirical findings linked to this bias are being added. Browse the findings database →
Related biases
Cite this page
Behavioral Economics Lab. "Anchoring Bias – Definition, Examples & Evidence." Behavioral Economics Lab, https://behavioraleconomicslab.com/biases/anchoring.