A short YouTube monologue (presenter Jim Johnson) explaining a simple consumer-psychology claim: shoppers anchor on the "best" option they notice (the most attractive/displayed product) and then trade away features to reach a price they can accept. Illustrated with car, TV, and computer-shopping anecdotes and the role of display/placement and salesperson cues in creating the anchor.
Which version of our system do you like better? This one or this one? That's a better and a best, I think, oh, well, that one because you had all the cool stuff in it. The better one doesn't. I? You know, money's not an object. I want that one. And that's how we all buy. That's the psychology of it. I mean, it's super simple. Just think about yourself going and buying just about anything. I always use the car thing, but TVs and computers, whatever. When you walk into that store or that car lot, you don't go to the cheapest, crappiest vehicle in the parking lot. You go to the one sitting on the stand or up underneath the COVID That's all cool and awesome looking. And you go up and you look at you like, man, this thing's amazing. It's wonderful. It's awesome because it's the best one they got. And they put it there for a reason so you'll notice it. And then you go over and you look at the sticker price and you have a heart attack, fall over on the ground, they pick you back up and they're like, hey, looks like we're reaching a little out of our budget. But we got this. You'd have to give up a few things, but, man, it's still great. And so I'm working down instead of up. I'm working from the best thing, and then I'm giving up things to get to something that's in between that fits the value and budget I'm willing to spend.
