THINKING, FAST & SLOW (DANIEL KAHNEMAN) - Listening books
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The Power of Random Anchors
When no anchor was mentioned, visitors at the Exploratorium said they were willing to pay $64 on average. The anchoring effect was above 30%, indicating that increasing the initial request by $100 brought a return of $30 in average willingness to pay. Similar or even larger anchoring effects have been obtained in numerous studies of estimates and of willingness to paid.
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