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.


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.


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


NA - Advances in Consumer Research Volume 42 | 2014

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