Price anchoring

가격 앵커링

An initial reference price changes how the same offer is compared.

···
html
<div class="anchor"><div class="top">REFERENCE <b id="ref">$120</b></div><div class="beam"><span id="gap">$41 GAP</span></div><div class="actual">SAME OFFER <strong>$79</strong></div><input id="anchor" type="range" min="90" max="160" value="120"></div>
css
.anchor{width:min(86%,460px);text-align:center;font:900 clamp(10px,max(2vmin,1vw),15px)/1.1 sans-serif}.top{border:2px solid var(--line);padding:7px;color:var(--muted)}.top b{display:block;font-size:clamp(25px,7vmin,52px);text-decoration:line-through;color:var(--fg)}.beam{height:clamp(26px,7vmin,55px);display:grid;place-items:center;background:linear-gradient(90deg,transparent 48%,var(--accent) 48%,var(--accent) 52%,transparent 52%)}.beam span{background:var(--accent-2);color:#211b19;padding:5px;transform:rotate(-4deg)}.actual{background:var(--accent);color:white;padding:8px}.actual strong{display:block;font-size:clamp(32px,9vmin,69px)}input{width:100%;margin-top:12px;accent-color:var(--accent)}@media(min-width:700px){body>:first-child{transform:scale(1.25);transform-origin:center}}
js
const r=document.querySelector('#anchor');function draw(){document.querySelector('#ref').textContent='$'+r.value;document.querySelector('#gap').textContent='$'+(r.value-79)+' GAP'}r.oninput=draw;setTimeout(()=>{r.value=150;draw()},600);setTimeout(()=>{r.value=100;draw()},2600);

Price anchoring means an earlier price affects how a later one is judged. Changing the order of plans or reference points can alter how the same amount feels.

The demo holds the offer price fixed while the reference moves. The displayed gap changes, but the amount paid does not.

A reference should be a real historical price or a valid comparison. Do not invent an original price to imply a discount.

When to use

Use when arranging plan comparisons or displaying a genuine discount.

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