You have probably fallen for anchoring yourself many times while shopping in the sales. Suppose you are looking for a new TV. You had expected to pay around £100, but then you find a real bargain: a £200 item reduced to £150. Seeing the original price anchors your perception of what is an acceptable price to pay, meaning that you will go above your initial budget. If, on the other hand, you had not seen the original price, you would have probably considered it too expensive, and moved on.
