Overview
Anchoring is a cognitive bias and persuasion technique where the first piece of information offered (the “anchor”) sets a mental reference point that influences all subsequent judgments and negotiations. Once an anchor is set, our brains tend to adjust away from that point rather than evaluating a situation from scratch.
In the persuasion-filter, anchoring is not just about numbers; it is about establishing the boundaries of what is considered “reasonable” or “possible.”
How Anchoring Works
The human brain is poor at determining absolute value but excellent at determining relative value. If you are told a watch costs 400, the 400 look like a bargain, regardless of the watch’s actual manufacturing cost.
The “Extreme Opening” Strategy
Scott Adams frequently highlights Donald Trump’s use of extreme anchors in politics. By taking an “extreme” opening position—such as demanding a literal wall across the entire border—Trump anchored the conversation so far to one side that any “compromise” (like increased drone surveillance and fencing) became a victory for his side. As Adams noted, “Trump has proven to his base that he will go all the way to the mat for the wall.” This commitment reinforces the anchor’s weight.
Shelf Space and Frequency
Anchoring also occurs through the “shelf space” of information. In the media, the frequency of reports acts as a temporal anchor. When a topic dominates the news cycle, it anchors the public’s perception of what is important.
- “The shelf space of the news is the amount of hours that they can spend on stuff.”
- “The frequency of reports is a big part of what makes you convinced this thing’s true.”
By flooding the “shelf space,” persuaders anchor your reality to their chosen narrative, making alternative viewpoints seem marginal or invisible.
Examples in the Persuasion Filter
- Negotiation: The first person to name a price usually wins. If you ask for 100 than if you had asked for $60.
- Political Framing: If a party anchors “climate change” as the “signature issue,” they force their opponents to spend all their energy arguing on that specific turf.
- Media Narratives: Adams points out that the news business has shifted from reporting to manufacturing anchors: “The news business they stopped reporting the news and now they’re more in the business of manufacturing it.”
How to Recognize and Counter Anchoring
Recognizing an anchor is the only way to neutralize it. If you find yourself arguing over the details of someone else’s proposal, you have already been anchored.
- Reset the Frame: If someone offers an extreme anchor, do not negotiate “down” from it. Reject the anchor entirely and propose a new one.
- Identify Manipulative Framing: Use Adams’ mindset: “I resist persuasion and framing that’s so blatantly manipulative and to the point of dishonest.”
- Analyze Frequency: Ask yourself if you believe something because it is proven, or simply because the “frequency of reports” has anchored it in your mind as an objective truth.
Practical Application
When entering any negotiation or debate, set the anchor first. Do not wait for the other party to define the range of the possible. By being the first to stake a claim—even an “extreme” one—you force the other side to spend their energy reacting to your reference point.