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When to use it
When a top-ten product or pricing page by visitors shows a single price with no higher tier or reference price beside it.
How to run it
Add a truthful reference point: a strike-through compare-at price ('$120 → $89'), 'normally $X' copy, or plans ordered so the premium option is seen first.
Why it works
Raise the perceived value of acting
People judge a price against a reference point, the anchoring bias Tversky & Kahneman documented. Amazon's strike-through list prices work exactly this way, and fabricated compare-at prices are an FTC and consumer-law problem.
Source: Anchoring research (Tversky & Kahneman; Poundstone, 'Priceless')
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