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National Repository of Grey Literature 1 records found  Search took 0.01 seconds. 
Use of Anchoring in Marketing Practice
 Gardianova, Tereza ; Vranka, Marek (advisor) ; Malvotová, Pavla (referee)
The bachelor thesis deals with one of the best known heuristics - the anchoring effect. The main aim of this thesis is to analyze which marketing practices use the anchoring effect and what influence anchoring has on the consumer and consumer's decision-making. In the theoretical part there are presented theoretical approaches and mechanisms, which try to explain the origin of anchoring, together with other factors that can influence the effect of anchoring. In the second half of the theoretical part are analyzed marketing pricing strategies and consumer decision-making process especially consumer decision-making about the maximum price that consumers are willing to pay for a product or service. In the practical part, the experiment is carried out which examines the basic principle of anchoring and under the changed conditions it also tries to confirm the reduction of the anchor effect.
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