2020-03-20
世界商业史就是一部充满谎言的连续剧。
顾客不是要占便宜，而是要有一种占便宜的感觉。
这些背后是锚定效应，属于认知偏差的一种。人们会根据经验不断总结事物属性，抽象成一个个“认知锚”，用于在事物间对比，或评价本事物好坏时做参考。
所有的感受，都是相对的。
装过屎的碗洗干净了，也不会再拿去盛饭使用；
装过屎的大肠，洗净烹饪后就是美味。
碗的锚定值是干净，装过屎就是脏的；大肠的锚定值就是装屎，清洗了就是干净。洗干净的碗和大肠都很卫生，给人的感觉却是天壤之别。
锚定效应不可避免，但有规律可循，甚至可以预测。别人设锚时，最大化降低对自己的负面影响，反过来，利用锚定效应帮助自己。
The anchoring effect is a cognitive bias that influences you to rely too heavily on the first piece of information you receive.
If a husband is doing ten times more housework than his dad ever did, he may feel entitled to a “best husband of the year” award from his wife. Imagine his surprise then, when his wife berates him for not doing enough. What’s going on here? Blame it on the anchoring effect. His anchor is what his dad used to do. Her anchor is the amount of housework she does. Fair is fair, she says. After all, I’m working full-time too.
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