A Context-Dependent View of Anchoring: the Effect of Consumer Adaptation of Incidental Environmental Anchors on Willingness to Pay

Taking a context dependent view, we demonstrate that though consumers are not aware of the association between incidental anchors and price of the products, not only do they base their price expectations on the numbers but also adapt the numerical values to resemble acceptable prices for a given category.



Citation:

Cenk Kocas and Kivilcim Dogerlioglu Demir (2014) ,"A Context-Dependent View of Anchoring: the Effect of Consumer Adaptation of Incidental Environmental Anchors on Willingness to Pay", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 294-297.

Authors

Cenk Kocas, Sabanci University, Turkey
Kivilcim Dogerlioglu Demir, Sabanci University, Turkey



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

Associative versus Relational Processing: The Role of Elaboration in Evaluative Conditioning

Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA

Read More

Featured

Spreading of Alternatives Without a Perception of Choice

Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, USA

Read More

Featured

B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.

Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.