What is the price anchoring trick with the Coach wallet? Watch what happens in the store. A woman buys the twelve hundred dollar handbag, and then she adds a matching wallet for two hundred fifty. Sitting next to the big purchase, that wallet looks like nothing, so why not. That add-on is almost pure profit for the company, and it happens because of where the wallet is placed in the decision. The high number reframes the smaller one as trivial. This is anchoring, and it is everywhere once you see it. The lesson for your treatment planning is not to nickel [...]