ThinkCritical.eu · Manipulation atlas
Group decisionsAnchoring
The first number mentioned sways every later estimate, even if nothing backs it up.
When estimating, the brain latches on to the first number it hears and moves only a little away from it – even if the number has nothing behind it. That's why anchors are often dropped on purpose: in price negotiations, in meetings, or in adverts with a crossed-out “original price”.
A social media advert: “Usual price €199, today only €79!” A 60% discount feels like a win. But in ordinary shops the same product sells for around €70 – nobody ever sold it for €199.
How to spot it
- A specific number is mentioned first, with no explanation of where it came from.
- Later estimates and offers stay close to it – “a bit less”, “a bit more”.
- A crossed-out “original” or “usual” price you have nothing to compare with.
- In a meeting, the most senior person speaks first.
How to check and what to do
- Before you hear anyone else's number, make your own estimate and write it down.
- Ask what the number is based on – request an itemised breakdown or supporting data.
- Compare prices with several other sellers or suppliers.
- In meetings, have everyone write down their estimate quietly and in advance; the boss speaks last.
Tip: In the EU, a shop announcing a discount must calculate it from its lowest price in the 30 days before the discount. If the “original price” doesn't add up, treat it as a warning.
Full explanation and exercises:
thinkcritical.eu/en/manipulation-atlas/anchoring