In the book, An Psychological Approach to Marketing: An Experimental Research on Anching and Consumer Manipulation, the use of Anching, winner of the Nobel Prize in Economics, as a means of manipulating consumers in retail is examined through an experimental research. In the experiment, a retail that manipulates consumers was set and consumers were asked to price the same items. The results are quite striking for both consumers and brands. The major expectation of the study, which aims to raise awareness of consumers, is to contribute to a more livable economy instead of being consumed while consuming.