Anchoring on Historical Reference Points: How Round Number Prices from the Past Shape Future Negotiation Outcomes

Buyers typically strive to negotiate low prices for durable goods. Psychologically-salient round number reference points (e.g., $10,000) influence these purchasing decisions. However, existing research does not capture how these historical reference points influence the anchoring effect of previous sales prices on future valuations. We argue that the anchoring effect of prior sales prices on subsequent prices is discontinuous at round numbers,...