O que significa price anchor ?

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A price anchor is a technical term used in marketing. Let me give you one example.

Say you have a widget you want to sell for $10. Assume you also have a deluxe version of your widget with 20% more memory. You could price that at $12. Instead you set the price at $20. That is your price anchor. People buying your widgets have no idea what the widget costs to make or what a fair price is. But when they see that the $10 widget is almost as good as the $20 widget, they automatically assume the $10 widget is a real good deal, and they buy it, convinced that they are a very smart shopper.

You can also use a price anchor to set a floor. Say you have a real low quality version of the widget with only half the features of the one priced at $10. You price that at $8. Again people will buy the $10 widget assuming that they are getting a good deal.