Anchoring is automatic and operates on knowledgeable people — Tversky & Kahneman 1974

Claim: Tversky & Kahneman (1974) and a large subsequent literature show the first number presented disproportionately shapes subsequent estimates, largely outside conscious control (the selective-accessibility mechanism). It is "not a sign of carelessness or low ability."

Source: Tversky & Kahneman 1974. Foundational.

Confidence: Verified.

Why this matters for Candid: The tool's output WILL anchor the user's subsequent budget/effort expectations whether intended or not. Because the widget deliberately withholds a dollar figure (sister brief Research brief: SMB widget spend benchmarks — feasibility of a "digital-minus-ads" % of revenue (June 2026)), the TIER LABEL, any examples, and the visual scale position become the anchor. Anchoring too low → complacency; too high → sticker shock and discouragement. Use the user's own inputs first (self-generated anchors reduce bias).