This study explored the effect of anchor price on WTP by simultaneously examining anchoring-and-adjustment hypothesis and selective accessibility hypothesis in a single model. Meanwhile, the moderation effect of motivation is also tested. In order to accurately measure the motivation level, the scale of involvement level and BDM mechanism were adopted in experiments design. Results show that price as an anchor significantly affect WTP only in a direct way, which supports anchoring-and-adjustment hypothesis. The analyses of moderating effect of motivation showed that whether BDM mechanism is adopted turn out to be significantly affect the anchoring effect of price, even though the involvement level of product showed no significant moderation effect.