Anchor point concept

Consiste un hacer que una de las opciones haga ver más atractiva las otras.

Example: If I'm selling a product, let's say candles for $35 each, then I can offer another one, let's say Extra luxurious candle for $95. My real intention is not to sell many of the expensive ones of $95, but by offering that one, it will make the other one of $35 look a lot more attractive and at a good price because I'm setting a higher anchor point. 

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