Big Raccoons and Small Giraffes: Anchoring in Sequential Judgments

Daniel Mochon, Massachusetts Institute of Technology
Shane Frederick, Massachusetts Institute of Technology
We explore the extent of anchoring when respondents render multiple judgments sequentially - a situation that commonly arises in surveys. We also examine the effect of more than one anchor, to test whether the effect is limited to the previous judgment. The first study shows that previous judgments can anchor subsequent ones, even when there is no explicit comparative standard. We also show that the effect is not limited to the preceding judgment: more anchors produce more anchoring. The effect appears to require that the preceding judgments be conceptually related and that responses be produced for these judgmental objects.
[ to cite ]:
Daniel Mochon and Shane Frederick (2008) ,"Big Raccoons and Small Giraffes: Anchoring in Sequential Judgments", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 752-752.