Effect of Anchoring and Framing on Price Perception Among Consumers

Author(s)	Mr. Jino Daniel
Country	India
Abstract	Consumers often believe they judge prices logically, but in reality, their decisions are quietly shaped by psychological cues they may not even notice. This study explores how two powerful biases—anchoring and framing—influence everyday price perception. Using responses from 90 consumers, the research reveals that the very first price people see becomes a mental anchor that strongly shapes how fair or valuable later prices feel. Framing, such as presenting the same price as a “discount” or a “saving,” also shifts perception, but not as forcefully as the initial anchor. Statistical analysis showed a significant difference between the effects of anchoring and framing, with anchoring emerging as the more dominant influence. The results highlight how easily consumers’ judgments can be guided by subtle cues rather than rational evaluation. This study reminds us that what feels like a “good deal” is often shaped by psychology, not mathematics, and urges both buyers and marketers to be more aware of these hidden forces.
Field	Sociology > Administration / Law / Management
Published In	Volume 7, Issue 6, November-December 2025
Published On	2025-12-03
DOI	https://doi.org/10.36948/ijfmr.2025.v07i06.62311
Short DOI	https://doi.org/hbdsh6

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijfmr.com

International Journal For Multidisciplinary Research