Anchoring Unveiled

Jennifer S. Danilowitz, Yale University, USA
Shane Frederick, Yale University, USA
Daniel Mochon, Yale University, USA
This paper assesses the comparative influence of informational inference, deliberative processes and accessibility in numeric anchoring. Using a yoked design, we manipulated the source of the anchor and quantified the magnitude of the anchoring effect. Initial results suggest that in the standard paradigm, inference plays a very substantial role.
[ to cite ]:
Jennifer S. Danilowitz, Shane Frederick, and Daniel Mochon (2011) ,"Anchoring Unveiled", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.