What does “anclaje de precios” mean in Spanish?

Anclaje de precios — “price anchoring” — is the trick of showing something expensive first so everything after it looks like a bargain. Anclaje comes from ancla, “anchor”: the first price you see drops like an anchor, and everything else gets judged relative to it. A marketing breakdown of Costco opens with exactly this: pricey TVs placed right at the entrance, not to be bought, but to make the rest of the store feel cheap by comparison.

The same video lists more of the store’s psychological cues: a price ending in .97 signals a genuine discount, an asterisk marks a product that’s leaving for good (nudging you to buy now), and the famous rotisserie chicken sits at the very back — so getting it means walking past everything else Costco wants you to see.