Exploring Boundary Conditions For Anchoring By Contrasting Traditional Approaches and Dual Process Models

In this research we contrast predictions from traditional approaches for studying anchoring and adjustment with predictions from a dual process perspective. Traditional models do not distinguish the types of stimuli that may engender greater or reduced anchoring effects. Using a dual process framework, we show that stimuli that are reliably judged by System 1 are not subject to anchoring effects whereas stimuli that typically invoke System 2 are subject to anchoring effects. In addition, factors such as cognitive load that affect the use of System 2 also have a corresponding impact on the extent of anchoring.


Sanjay Sood, Yuval Rottenstreich, and Christopher Trepel (2008) ,"Exploring Boundary Conditions For Anchoring By Contrasting Traditional Approaches and Dual Process Models", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 166-168.


Sanjay Sood, University of California, Los Angeles
Yuval Rottenstreich, New York University
Christopher Trepel, Industry, USA


NA - Advances in Consumer Research Volume 35 | 2008

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