004 Anchoring Effect

Anchoring or focalism is a cognitive bias that describes the tendency for an individual to rely too heavily on an initial piece of information offered (known as the "anchor") when making decisions.
Once the value of this anchor is set, all future negotiations, arguments, estimates, etc. are discussed in relation to the anchor. This bias occurs when interpreting future information using this anchor.

KEY: Customers pay for the value they think the good is, but not the cost the good is.

锚定效应或选择性关注，是一种认知偏差，用来描述个体倾向于利用碎片化的信息（锚点）来进行决策。
一旦锚定被设定，那么之后的所有谈判、争论、评估等等，都是基于锚点进行的。认知偏差发生在利用锚点来解释未来的信息。

核心：消费者为商品的价值买单，而非商品的成本