Maneuvering Or Cheating? Perspective-Taking and Numerical Anchoring in Price Negotiation

Guang-Xin Xie, University of Massachusetts Boston, USA
Hua Chang, Drexel University, USA
Previous research has examined the effect of externally presented numerical anchors on buyers’ perceptions of sellers in price negotiation. However, the literature remains relatively silent on buyers’ self-generated anchors. In three studies, we examined the extent to which perspective-taking could change the extrinsic numeric anchor when buyers (e.g. consumers) evaluate the deceptiveness of sellers (e.g. a salesperson). The results suggest that buyers have a “comfort zone” about how much sellers can deviate from the numeric fact, and the boundary can be shaped by buyers’ capacity to consider the market norms from a seller’s perspective.
[ to cite ]:
Guang-Xin Xie and Hua Chang (2011) ,"Maneuvering Or Cheating? Perspective-Taking and Numerical Anchoring in Price Negotiation", 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.