See that sick jacket? You want it. You assume it's expensive. You look at the tag and it says 25% off—SCORE! It's $225, down from $300. Sweet deal. You're buying it even though it's still above your price range. You just got tricked. That jacket was never $300. It was always planned to sell at $225. This is called price anchoring. Retailers do it all the time to make you think you're getting something for less.