E-commerce: Anchoring & Ordering

Anchoring describes the common human tendancy to rely heavily on the first piece of information offered when making decisions.  This information is then used as a reference point to make subsequent judgements. You can utilise anchoring to great effect in e-commerce. For example, if you sell laptops on your website, put the most expensive one at the top of the list, the next one down will instantly look more affordable.

Images: Anchoring & Ordering