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#626 - Richard Shotton - 8 Psychology Hacks Behind The World’s Biggest Businesses
Modern Wisdom
How to Anchor People to Think the Most Expensive Option Is Not So Bad
A study by Suckley and Lichtenstein suggests that the way brands use extremist aversion could be improved on. What you should do is show people the most expensive option first, they say. So yes, you want an expensive thing to make everything else look better value, but it's the first thing that people see that sets that expectation. The research was based on a lovely study on a fancy craft beer bar in America.
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