In-depth analysis of the application skills of "anchoring effect" in marketing

The "anchoring effect" is a very famous psychological effect. How is it applied to marketing? The author shares his original "anchoring effect" model, combines relevant case analysis, and discusses the application of the "anchoring effect". I hope it will be helpful to you.

Regarding the term anchoring effect, I believe you have heard of it more or less. It is a very famous psychological effect.

In this article today, I will publish the preliminary version of my original "anchoring effect" model, hoping to help more people!

1. Introduction

In fact, the anchoring effect is often applied in many aspects of life, but from the perspective of marketing, it seems that no one has really expressed its usage clearly.

So, before I talk about how to apply the anchoring effect, let’s take two minutes to understand the basics.

Because what I am going to talk about today may be completely different from the knowledge you have learned outside. It will open your mind. If you don’t have the basic knowledge, it will be difficult to understand the second half of what I will talk about!

Anchoring means that after you do event A, you bind another event B through this event. When the two points A and B are associated, it will push you to do event C.

Does it sound a bit complicated?

It doesn’t matter, let’s look at the following picture:

This is my original “anchoring effect” model diagram. Please write it down first.

As usual, Teacher Fox gives an example to help you understand better.

example:

Why do some women not live happily after marriage but still refuse to divorce?

Regarding this issue, we use the anchoring effect to break it down:

• Event A: When I was dating the boy I liked, my parents objected and did not approve of it;
• Event B: In order to prove that she was right, after marriage, she took care of him in every aspect of life, used the money she earned to buy him various gifts, and treated him better in every way, but she suffered domestic violence after marriage.

Anchored to event C: If I choose to divorce, everything I have done for him before will be wasted, and my parents will look down on me, so I cannot divorce. No matter how hard it is, I have to bear it alone.

While this is just one example of a situation that can lead to this type of problem, it is a good example to help you understand this model clearly and is something we often encounter in our lives.

Because this woman has invested "costs" before marriage, she will be unwilling to divorce later, which will lead her to "hold on to her ground" until more serious problems arise in the marriage.

It should be noted here that there are many kinds of costs, which can be time cost, money cost, emotional cost, and energy cost.

The above example involves investment of time, money, and emotional costs.

After understanding this example, how should we apply it to products and marketing?

2. Marketing Anchor

Well, regarding the application of Internet marketing, I don’t seem to have seen anyone sharing it online, let alone in books.

Because this model is very valuable and can control people's hearts, I have been hesitating whether to write it out. After struggling for a long time, I decided to share this basic version for free.

After all, the Internet needs to develop and the industry needs to move forward. As for how much you can absorb, it depends on fate!

In fact, if the "anchoring effect" is used in marketing, the effect will be very significant as long as it is applied well.

When it comes to the advanced version, this is a method of psychological manipulation that can make customers act according to your wishes. It is a very scary method. I hope you don’t use it to do unethical things!

This article talks about the basic version 1.0 of my "Anchoring Model".

Okay, let’s get started!

Based on the “Anchoring Model” diagram above by Teacher Fox, let’s first give a simple example.

This is a case that a young lady who sells dresses came to me for consultation. Because this industry has always been very competitive, she felt that it was difficult to do business on Taobao in 2019 and wanted me to give her a solution.

I talked to her for half an hour, and after understanding the general situation, I designed several steps for her, one of which applied the "anchoring model".

The idea is probably like this:

She sells dresses. Suppose we define a certain style of clothing as "Event A";

Then I asked her to post a series of content in the old customer group and WeChat Moments, which was something like this: Summer is coming, and our factory has recently designed a clothing sample, but should the pattern be a special symbol or a cute animal? We have been struggling with this.

Anyway, you just want everyone to give you feedback on this piece of clothing, this is "Event B";

At this time, we linked "Event A" and "Event B" together, allowing customers to give us feedback on our clothes, allowing customers to participate and feel involved.

The relationship diagram is as follows:

When we link the two events together, and the customers feel involved, we "anchor" the event to "Event C". The effect here is that customers are very active in making referrals and forwarding the content.

Because this is a style they participated in making, even if the customer only said a few words at the time!

This is a bit like the series of actions Xiaomi took at the time to establish the gameplay of "Mi fans", but no one has ever told you that this requires the application of the secret of the "anchoring effect".

Even if you have read the book "Sense of Participation", this psychological effect is not mentioned in it, so you only have a vague understanding of it but cannot apply it.

Here is another example:

This is an excerpt from a planning proposal made two years ago. A friend who makes "gaiwan" on a short video platform asked me for consultation, which is a tea set for making tea.

The plan I gave him at the time was very simple. I asked him to explain the covered bowls in the live broadcast room and said that I planned to customize a batch of collection-level covered bowls. I would let everyone choose the patterns and styles of the covered bowls during the live broadcast and ask for their opinions.

This is equivalent to letting all the people in the live broadcast room participate in designing the product, which is the "Event B" in the "Anchoring Model". The covered bowl itself is equivalent to "Event A". The principle is the same as the above case, so I will not analyze it in detail.

The advantage of the live broadcast room is that it allows direct interaction, and then allows users to focus on streaming and advertising. They can talk about this matter in the live broadcast room for about 20-30 minutes a night for a week.

Basically, it can cover hundreds of people, and most of those who participated in the end made a deal, and the price of the bowl is not cheap;

And the key point is that by using this method, the fans in the live broadcast room will stay longer, and they will come to watch the live broadcast almost every night;

After repeating the operation for the third day, the data on the number of people online at the same time in the live broadcast room, online time, interaction rate and other aspects were added up, forming a positive cycle.

Because everyone is concerned about what the final product of the bowl will be like, after all, they are involved in it, so everyone is focused on point C!

Of course, there are many details in this case, including the transaction and sales pitch designed later. In order to protect privacy, they are not convenient to be disclosed. You should understand that.

Here we mainly discuss the application of the "anchoring model". The key point is that you need to understand the underlying logic of this model first.

Next, Teacher Fox will give you a more in-depth and terrifying application method!

3. The Anchoring of People’s Hearts

After talking about the anchoring function in marketing, let me briefly talk about the anchoring function of “human hearts”.

The so-called "anchoring of people's hearts" is equivalent to the method of "controlling people's hearts".

Unfortunately, I can't tell you too much about it here, after all, it is free and open content, and anyone can see it. If someone with bad intentions uses it to harm others or do illegal things, then I will become a "sinner", right?

So, I will just give a few simple examples in this section, which will be enough to give you a general understanding.

Case 1:

The boss introduces himself and the company's culture, and then during the meeting he paints a pie in the sky and says:

Our company will be like this in the future, so for the sake of our future self, we must work hard now and mobilize everyone to forward the introduction of our company to the circle of friends, and then post a circle of friends every day. The main content is to praise the company in a few words to enhance the image of our company.

Then you will soon be surprised to find that no matter how hard or tiring it is, you will voluntarily work "overtime without pay" and stick to your work.

Even if you have complaints, you will not resign easily, because you forwarded the circle of friends, and you have previously invested emotion, time, etc. in the company, so you are anchored to the position of "Event C".

Case 2:

What do you think after reading the above examples?

Let’s now go back and look at WeChat business.

What is one thing that the team leader and general agent require everyone to work hard on every day?

Do you frantically forward introductions of products and brands every day, say all kinds of good things, and promote all kinds of awesome things about the founders?

In essence, it is to make you publicly recognize this WeChat business brand. Even if the "founder" runs away one day and you are cheated, you dare not publicly say that this brand is a scam and has poor quality.

After all, he had been publicly posting on WeChat Moments every day about how reliable this brand was and how good its quality was. Was he going to publicly slap himself in the face now?

At this point, you are anchored to the position of "Event C" again.

It’s like the boss paints a rosy picture for his employees. Once the employees believe it and accept it, they have to work hard until they die, otherwise they’d be slapping themselves in the face.

Is it a familiar recipe, a familiar taste?

Case 3:

Now let’s look at celebrities. Crazy fans publicly praise the celebrities’ good points every day, investing emotional costs, time costs, and even financial costs.

One day, if this star is investigated or gets involved in a scandal, his fans will still feel obliged to publicly defend him and say that he is being wronged.

Why?

It is also anchored in "Event C"!

These are all examples of "heart anchoring".

You can review my "Anchoring Model" and check whether it is consistent with what I said in this model?

I’ll tell you a secret: take the model of Teacher Fox and apply it to more events, you will be surprised and make rapid progress!

In fact, there are many more cases, but some things cannot be said explicitly, and some cases are not convenient to talk about publicly. I can’t talk about this in depth, and you can only understand it by drawing inferences from one example.

4. Summary

After some hesitation, I decided to make this "Anchoring Model" 1.0 basic version public. I hope you can cherish this article, gain value from this model, and learn the essence.

But unfortunately, I really can't share more in-depth content.

Because a lot of my content and models made me terrified when I realized them, there are many knowledge points that can only be taught face-to-face or privately in the future.

At least in the short term, I have no intention of teaching this knowledge. I will first summarize it through practical experience and talk about it in the future when the opportunity arises.

This article ends here. Although this is only the 1.0 basic version of the "Anchoring Model", I think it is worth your collection and repeated study.

Regarding this area, if you have some special and meaningful cases or ideas, you are welcome to give us your advice and communicate with us.

Author: Fox Loves Nonsense