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lectikaLearning example
Chapters
Price anchoring
The appeal of free
Total cost
Behavioural economics
Why we buy more than we planned
Free delivery can change the goal: instead of buying what we need, we start trying to reach the threshold.
In this example, delivery is free from 3000 ₽.
Pay for delivery
2650 ₽- Items
- 2400 ₽
- Extra item
- 0 ₽
- Delivery
- 250 ₽
350 ₽ more if you don’t need the extra item.
Review flashcard
Was5990 ₽Now2990 ₽
Why does the discounted price look so appealing?
The old price becomes an anchor: a point of comparison. A large discount alone does not prove good value; compare the price with other offers.
Example question about the topic
What if I need the extra item?
Then the 3000 ₽ basket may make sense. Compare the extra item’s price with alternatives and consider whether you would buy it without the delivery threshold.
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Examples are in Russian
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