Effort: Low
What to notice
Separate selling price from a reference with comparable conditions, period and records.
Where it fits
- Fits
- Sellers displaying a price comparison
- Use it when
- There is a verifiable comparable offer.
- Avoid it when
- The proposed reference price was not actually offered.
How to build it
- Align the product, contract term and conditions.
- Place the record source and period beside the comparison.
- Calculate the difference from source values and omit unsupported comparisons.
Measure
- Main metric
- Sign-ups with correct understanding of the comparison
- Guardrail
- Price misunderstanding and loss of trust
- How to measure
- Keep selling price fixed and compare comprehension and later questions with and without a documented reference.
When it backfires
A record alone does not establish a suitable display. Check applicable conditions in official guidance.
Alternatives
Theory behind it
Anchoring
An earlier number can influence a later numerical judgment.
Contested
Reference points and prospect theory
The same outcome can feel different depending on the reference point used to judge gains and losses.
Theoretical model
Dark patterns
Interface designs that deceive users or steer them into choices they did not intend.
Well supported
Evidence limits: The web application is a hypothesis. Research does not determine compliance; consult official price-display guidance separately.