My latest post discussed the topic of false anchors: large numbers issued by retailers for the sheer purpose of anchoring the consumer, then creating an immediate contrast with the “sales” price. “Our amazing TV usually sells for $3000 but—today only—get it for an unbelievable $1800!” The purpose of the post was to alert unsuspecting buyers to the possibility of a psychological trap.
Well, an astute reader offered another example well worth relating, in the spirit of making life negotiable. She actually mentioned the idea of false anchors to a bunch of high schoolers, who recognized the tactic like the back of their hand. Indeed, they immediately offered an analog from their own lives. Whenever they have some bad news to relate to their parents—a D on their math exam, perhaps—they admitted they often say something like this: “Mom, don’t worry: I’m not pregnant, and I haven’t been arrested. I do have to tell you something, though: I just got a D on my math exam.”
What a perfect extension of false anchors! Teenagers, like retailers, are essentially anchoring the listener—in this case, their unsuspecting parents—on some really bad news. And shortly thereafter, they’re bringing up the real news, which is bad but not REALLY bad. In the context of the really bad news, the bad news doesn’t seem so bad at all.
Using this example to make life negotiable depends on whether you’re the teenager or the parents. If you’re the teenager, it undoubtedly works—once. It’s a good way to deliver some bad news and make it seem slightly less bad. Otherwise, why would your peers use it so often? But that’s not to say it’s ethical, preying as you are on your parents’ psychological biases. Nor that it will work more often than once. Your parents, having at least half a brain, will probably cut you some slack the first time but call you out the second time, not necessarily for the bad grade but for the well-worn use of a sketchy tactic.
Now if you’re the parents, making life negotiable means recognizing this tactic the first time. I can only hope that this post helps you to do so. And when you do, your response should resemble the consumer’s response to the amazing TV deal. Just as the consumer must ignore the first price and compare the second against competitors, you the parent must force yourself to ignore the anchor—in this case, the impregnation or incarceration—and focus on the real point—the D. Then evaluate that D against whatever standard you usually use to evaluate grades, not the prospect of grandkids or bail bonds. And, while calling Best Buy to tell them you spotted their false anchor won’t get you very far, telling your kid you spotted their tactic will probably go a ways toward nipping it in the bud in the future.
Have you ever dropped a false anchor as a teenager or detected one as a parent?
Brian Gunia 