Another use of anchoring (and a cool cartoon): Click through!
"We are perfectly willing to spend $4 on coffee (for some of us this is a daily purchase), or $500 on devices that you can argue we don’t really need. However, when it comes to buying digital items, such as apps, most of which are priced at $1, we suddenly get really cheap. Why? .....why is the price anchor for apps so low? I think the answer to this is that we have been trained with the expectation that apps should be free."