The concept of anchor in Marketing What is the anchor - Anchoring The human mind lazy, likes shortcuts. Calculations strain the brain, which is trying to avoid the account that looking for any builds upon its forecast for an answer guide. In the first equation, the eye was transferred to the brain images number one, then two, then three, then another boring numbers, and released to the brain is that up to the result of hitting the dull numbers, what was the brain only and laid down his accounts and expectations on the first number / first set of numbers, and in the this case was one, then two, and possibly three. This experiment (1 × 2 × 3 × 4 × 5 × 6 × 7 × 8) carried out by researchers Amos Tafrski and Daniel Kahneman in 1974 (Tversky & kahneman) at the Hebrew University in Jerusalem, and published the results of their research in the Journal of the American Science Science entitled to make decisions in the absence of clarity. Experience has to write the first equation in front of a group of high school students, and the second equation to the other group. The first group came Average estimates of the result of the first equation at 512, while the average was second at 2250. It is worth mentioning that the correct result is 40320. This experiment was light for a wide range of subsequent studies that have confirmed the validity of the results of this study. How the anchor used in marketing? In a nutshell, if you have a bunch of numbers and you want to give the impression that a few of these numbers, small, as was the case with the publication marketing justifies the sale price of the product is, start by talking about the lower number to have. Do you have statistical results and want to give the impression that large numbers of these great result? Start talking about the larger numbers that you have then the next and so on. Anchor his conditions, a factor within the range of factors Do not rush my dear, there are other requirements for the successful use of this principle in marketing. Anchor (or Ankuring) needs to use numbers from the relevant, meaning numbers with numbers, percentages, with the percentages, the price in dollars with the price in dollars rather than another currency, and so on. Anchor works within the same category Other research study found that the anchor (or Alancureng) is achieved when compared to the same product category, when the researchers asked a sample of people are expected to rise bridge, and also expect to see this bridge. Before this question them, tell researchers respondents information about the occasional high gate that leads to the bridge and displayed. Scans the sample averages of estimates, the researchers found that the higher the gate telling the sample had a significant impact on the expectation of this sample to the high bridge, while the male display the gate did not have any effect. The same thing was repeated in the sample expected to view the bridge when the researchers told them before the gate width. This means that information about the occasional rise has had a similar effect on the expectation of the high bridge, and so on. Occasional information about the rise did not affect the expectation of view. Anchor achieved even with the knowledge of the sample prior to the experiment In another experiment, the researchers told the respondents that the spin-off numbers that Sivkronha their purpose is to influence the expectations. It is strange that the respondents confirmed that this information prior offs will not affect their expectations, but the results proved that already tell the sample had no effect on their expectations - which have already been affected by the figures cited by the researchers at first. In a second experiment, the researchers gather a group of real estate brokers in the United States, and took them on a tour to assess some of the price of real estate in a city. They divided the brokers for the two groups, the first group got a marketing publication neighboring average property prices are listed and near the property, which was on the brokers expect their prices, this publication are listed prices are exaggerated, while the second group got a leaflet low price. Before that gives brokers expectations, the researchers told them that this experience and that these publications purpose of influencing the expectations. Then assured brokers that these publications will not affect the estimates. Examine the results, brokers publications gave amounts in their price estimates are higher than those given by the second group who read your publication with low numbers. Any prior knowledge of the principle of the anchor respondents did not affect their estimates, which confirmed the validity of the principle of the anchor (research and found that there are other factors beside the anchor have an impact on people's expectations). Anchor lasts for 40 minutes and no more According to a lecture in 2012 was delivered and the advertising agency Ogilvy in England Manager (Rory Sutherland Rory Sutherland), lasting impact anchor for nearly 40 minutes and then go away, then gave the example of the location of a tourist getaway on the Internet booking, when they noticed that the televisions ads on this site specifically check sales great, and the explanation is that it lasts for a long time to read the contents of this site, finds that less tourist holiday price of three thousand dollars, while watching TV Announcement its price of $ 900 it will feel her watch that this price is cheap and Cisara to buy it. This explains to you why when you look at the viewing window shop, or a menu in their restaurant, and you find something that its price-Ghali highly exaggerated, change your outlook for the rest of the other things ... It's the anchor. Do you use the anchor in a marketing scam? Or you want abit, the anchor will happen, and if so randomly, like to read about the product is its price-Ghali, then find another offer at a lower price you feel that the last price is cheap and it is a deal not to miss. You might as well go through windows of several shops display products and control the prices of this shop more expensive than others, while this other cheap prices without realizing why. You used to your advantage in marketing or did not do, the result is not 100% guaranteed as there are other factors that affect the way the brains of humans thinking
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