{"id":37079,"date":"2025-03-10T17:22:10","date_gmt":"2025-03-10T17:22:10","guid":{"rendered":"https:\/\/greatdemo.com\/?p=37079"},"modified":"2025-03-10T17:22:10","modified_gmt":"2025-03-10T17:22:10","slug":"gama-de-precios-y-efecto-de-anclaje","status":"publish","type":"post","link":"https:\/\/greatdemo.com\/es\/price-price-range-and-the-anchoring-effect\/","title":{"rendered":"Precio, gama de precios y efecto de anclaje"},"content":{"rendered":"

Of course you are all familiar with the Anchoring Effect and use it to your advantage. Here\u2019s an interesting twist: Offering a price range<\/em> both defeats and leverages the Anchoring Effect!<\/p>\n

Many vendors refuse to offer pricing information to their prospects until sufficient information is collected to be able to provide a precise price. This practice often frustrates and annoys prospects who simply want to understand whether the price of the vendor\u2019s offering is within their means.<\/p>\n

After all, prospects want to learn early in their investigation whether the price is near their expectations. It is frustrating for a prospect to invest significant time and effort into researching a product only to find that their price expectations are off by a zero or two! (E.g., $200,000 vs $2,000,000!)<\/p>\n

Accordingly, I recommend that vendors provide a price range<\/em> to their prospects early in the process to avoid these unpleasant surprises.<\/p>\n

However, the upper and lower ends of the price range also <\/em>represent two anchoring points. Setting these anchors too low or too high may impact your prospects\u2019 perceptions of affordability and<\/em> whether they feel they are getting a great deal once a precise price is revealed!<\/p>\n

Here\u2019s an example:<\/p>\n

Your prospect is interested in your offering, but you need more information before you can provide a precise price. You tell your prospect, \u201cThe price for this product ranges from as low as $1000 per user per year to as high as $5000 per user per year for some of our premium customers.\u201d<\/p>\n

This is a large range which helps to defeat the Anchoring Effect, but it leaves your prospect wondering where they sit on this price spectrum. So, you solve this by adding, \u201cMost of our customers who are similar to you [in size, number of users, or other relevant parameters] are paying between $2500 to $4000 annually per user.\u201d<\/p>\n

This provides your prospect with two new<\/em> anchoring points. Additionally, it lets your prospect know that they aren\u2019t at the top (or bottom) of the price range. Biasing the range towards the high end offers an interesting advantage: if your final price comes in at or below $2500, they may actually feel they are getting a deal.<\/p>\n

And that\u2019s no fluke!<\/p>\n","protected":false},"excerpt":{"rendered":"

Por supuesto, todos conocen el efecto de anclaje y lo utilizan en su beneficio. He aqu\u00ed un giro interesante: ofrecer un rango de precios<\/p>","protected":false},"author":2,"featured_media":37080,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[14],"tags":[7],"class_list":["post-37079","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advanced_topics","tag-blog"],"acf":[],"_links":{"self":[{"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/posts\/37079","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/comments?post=37079"}],"version-history":[{"count":2,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/posts\/37079\/revisions"}],"predecessor-version":[{"id":37082,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/posts\/37079\/revisions\/37082"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/media\/37080"}],"wp:attachment":[{"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/media?parent=37079"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/categories?post=37079"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/greatdemo.com\/es\/wp-json\/wp\/v2\/tags?post=37079"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}