Well, we as human beings usually have a tendency to emphasize the first piece of knowledge received more, than all the other information learnt later. This is what we call anchoring bias. 
Let’s consider a small example to clarify this concept. If somebody tells you that the price of a notebook, for instance, is usually set at $1.50, then the next time you accidentally find the same notebook in a stationery for $3 will make you think that this notebook is overpriced. On the contrary, if you see it for $1 you will again compare it with an anchor price, which is $1.50, and believe that you have found a bargain. 

So, firms can affect customer psychology to attract more customers. 


 Because of this phenomenon when we see discounted prices, we start to compare it with the initial price, which is the price anchored in our minds. 

Bundle pricing is another tactic for activating customer behaviour.  With the help of it,  people have an opportunity to buy several items in bulk for a lower price, than if we bought them separately, so that we get for a discounted price. This is an effective way for firms of moving unsold goods and is perfect strategy for complementary products. 

  As people strive to spend their money rationally anchoring bias can be effectively used by marketers and serve the businesses in a challenge to make more sales. 

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