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 MoreFeatured
With or Without You: When Second Person Pronouns Engage Listeners
Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA
Featured
When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project
Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel
Featured
Magical Anchors: Initial Focal Attention Drives the Direction and Content of Essence Transfer
Thomas Kramer, University of California Riverside, USA
Wenxia Guo, Acadia University
Zhilin Yang, City University of Hong Kong