Brands use anchoring in advertising to influence consumer perception and decision-making by presenting an initial reference point—often a price, feature, or comparison—that shapes how customers evaluate a product. This psychological tactic can make discounts seem more appealing, premium options appear more valuable, or certain products stand out as the best choice. From “original price” comparisons to strategic product placements, anchoring plays a crucial role in shaping purchasing behavior and maximizing sales.
Watch the video and be able to answer the questions that follow:
VOCABULARY QUESTIONS:
- What does the phrase “pull up” mean in this sentence? Ex. You’re heading to a store and when you pull up, you see a sign saying, “Cheeseburgers, buy two get one free!” Make a sentence using it.
- What does the phrase “go for ” mean? Ex. When you see the sign, “Buy two get one free” you go for it,
- What does the word “deal” mean in this sentence? Ex. “Buy two get one free” sounds like a great deal. Use it in a sentence.
DISCUSSION QUESTIONS:
- Do you think brands use anchoring ethically in advertising, or is it a manipulative tactic? Why?
- Have you ever made a purchase because an initial price or comparison influenced your decision? How did you feel afterward?
- Should there be regulations to limit how brands use anchoring in marketing strategies? Why or why not?
- How do brands use anchoring in pricing strategies, such as discounts and “original price” displays, to influence consumer behavior?
- Can anchoring be used positively in advertising, such as promoting healthier choices or sustainable products? Why or why not?