Editing Anchoring effect (section)

==== Incidental prices ====
Incidental price is defined as the prices offered or showed by a seller for products which the consumers are not interested in. According to the theory, the incidental price serves as an anchor which increases consumers’ willingness to pay. This effect has been widely used in areas such as auctions, online vendors and retailers.<ref>{{cite journal |last1=Nunes |first1=Joseph |last2=Boatwright |first2=Peter |date=2004 |title=Incidental prices and their effect on willingness to pay |url=https://journals.sagepub.com/doi/abs/10.1509/jmkr.41.4.457.47014 |journal=Journal of Marketing Research |volume=41 |issue=4 |pages=457–466 |doi=10.1509/jmkr.41.4.457.47014 |s2cid=16827760 |access-date=23 April 2023|url-access=subscription }}</ref>