Applied semiotics
Anchoring is the effect by which the first piece of information received sets the yardstick for everything judged afterwards, even when that information is barely relevant.
In the articles it appears as anchoring bias, the systematic distortion of judgement produced by the first figure or the first data point encountered, among the traps that warp competitive analysis. Recognizing it is the first step towards reducing its impact on decisions.
An example
A salesperson opens the negotiation at full list price and then grants ten per cent: the customer values the offer starting from that first figure. The same final price, presented straight away as a «net price», feels higher.
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