How to Explain the Anchoring Formula in Behavioral Economics

According to the traditional economics, the price that a person is willing to pay for an item should be uniquely determined by the value that this person will get from this item, it should not depend, e.g., on the asking price proposed by the seller. In reality, the price that a person is willing to pay does depend on the asking price; this is known as the anchoring effect. In this paper, we provide a natural justification for the empirical formula that describes this effect