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EP.5【 錨定效應 Anchoring Effect 】建立有利的初始錨點
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錨定效應（Anchoring Effect）是在認知心理學中非常常見的一種，大家還記得我們之前講過的促發效應嗎? 錨定效應其實是促發效應的一種，指的是我們在進行決策時，時常會過於依賴最一開始接收到的資訊建立心理錨點，不管這個資訊是否準確，但它對消費者之後的決策與思考過程有非常大的影響。
在這集節目中，我們將會聊到以下的重點：
1. 甚麼是錨定效應（Anchoring Effect）?
2. 錨定效應的著名研究
3. 5種錨定效應在行銷上的實際應用
#行銷心理學 #行銷科學 #定價策略 #錨定效應
Reference:
1. Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, 185, 1124-1131.
2. Why we tend to rely heavily upon the first piece of information we receive
3. Anchoring Bias: 7 Ways to Use It to Boost Your Conversions (With Examples)
4. Marketing 101: What are decoy marketing and price anchoring?
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