A study conducted by Dan Ariely (Behavioural Economist Guru) with college students found anchoring also works on a subliminal level. Students were asked to write down the last 2 digits of their social security number before bidding on items in a silent auction. Those with higher social security numbers placed consistently higher bids than those students with lower social security numbers.
Taking anchoring effects into account, it would be a fair to say "...the real damage the internet is doing to some local retailers: it’s not the spend, it’s the knowledge it gives them on pricing."
Source (www.smh.com.au / Retailers stung by new thrift)