Predictably Irrational's Dan Ariely in interview

On anchoring:

So I come to a big class of students and I say today we are going to have an auction for all kinds of products. Here is some wine, and some books, and some chocolate, and some computer accessories -- have a look at all of them and get your opinions about them. And then I asked each of the students to write down the last two digits of their social security number and then we turned this into dollars. So in my case my last two digits are 79. I would write $79 next to each of those. And then we asked everybody to answer whether they would pay the price set by those two digits for each of those products.