Anchoring or focalism

Defined: The tendency to rely too heavily, or “anchor,” on one trait or piece of information when making decisions (usually the first piece of information that we acquire on that subject)

Explained: The first price that a customer sees is the one that will affect her purchase decision in the future. For example, if the first price she saw for a handbag was $90, and she sees it reduced to $45, she will be more likely to buy.