U.S. Treasury Secretary Scott Bessent is leading a presidential delegation at a ceremony for U.S. National Day at the World Expo 2025 on July 19, 2025, in Osaka, Japan.

The anchoring effect is one of the sneakiest tools companies use to make us spend money.

Here’s how it works. Let’s say we’re shopping for a smartphone manufactured by Dapple, which has just released two new models: a $1,200 model with a big screen and a $900 one that is more compact. The more expensive smartphone will serve as the “anchor” by which we make comparisons, so the $900 model will appear to be value for money — even if it is costly in absolute terms. But we’re likely to feel good about choosing it because we’ve “saved” $300 on our purchase.

This scenario seems to be what’s happening with the U.S-Japan trade agreement freshly announced late Tuesday stateside. U.S. President Donald Trump said Washington would gain access to Japan’s markets for rice and cars — which had been sticking points during negotiations — while the latter would pay 15% tariffs on its exports to America.

At first glance, that doesn’t sound too positive for Japan. But, in comparison with the 25% tariff Trump slapped on Tokyo earlier this month, it’s a big improvement. As Brian Jacobsen, chief economist at Annex Wealth Management, said, “It’s a sign of the times that markets would cheer 15% tariffs. A year ago, that level of tariffs would be shocking. Today, we breathe a sigh of relief.” That, in essence, is the anchoring effect at play.