Anchoring Effects in Product Valuation: Inferences and Self-Generated Anchors

The anchoring effect provides important evidence of preference construction, but studies that use anchoring to affect product valuations have reported inconsistent results. We seek to reconcile previous results by evaluating the roles of experimental procedures and participants’ self-generated anchors. We find that both factors moderate the anchoring effect.



Citation:

SangSuk Yoon, Nathan Fong, and Angelika Dimoka (2014) ,"Anchoring Effects in Product Valuation: Inferences and Self-Generated Anchors", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 820-820.

Authors

SangSuk Yoon, Temple University, USA
Nathan Fong, Temple University, USA
Angelika Dimoka, Temple University, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

Corporate Social Responsibility and Dishonest Consumer Behavior

In-Hye Kang, University of Maryland, USA
Amna Kirmani, University of Maryland, USA

Read More

Featured

Flavor Fatigue: How Cognitive Depletion Reduces Enjoyment of Complex Flavors

Rhonda Hadi, Oxford University, UK
Dan Rubin, St. John’s University
Diogo Hildebrand, Baruch College, USA
Thomas Kramer, University of California Riverside, USA

Read More

Featured

How Regional Diasporic Consumer Experiences Produce Transnational Imaginary

Mark Buschgens, RMIT University
Bernardo Figueiredo, RMIT University
Kaleel Rahman, RMIT University

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.