The first number or reference point a buyer sees sets the scale they judge everything after it against, even when that first number is arbitrary.
On pricing pages, proposals and offers; when introducing a premium tier; any time the buyer has no clear sense of what something should cost.
Showing the enterprise plan first; was/now pricing; a proposal that opens with the full-scope number before the phased option; listing the cost of the problem before the cost of the fix.
One of the most dependable plays in pricing and sales, B2B and B2C alike. Flagged when the anchor is a fake list price nobody ever paid.
