The Effect of Regulatory Focus on the Anchoring Bias

This research examines the effect of regulatory focus on anchoring bias in consumers’ numerical judgments (e.g., willingness to pay). We hypothesize that prevention focus leads to stronger anchoring effect, compared to promotion focus. This is because prevention focus fosters a more vigilant and focused processing style, which leads to greater reliance on anchor-consistent information. In contrast, promotion focus encourages a more explorative and inclusive processing style, which increases the accessibility of anchor-inconsistent information. Results from two experiments support this prediction.



Citation:

Shenghui Zhao and Rongrong Zhou (2008) ,"The Effect of Regulatory Focus on the Anchoring Bias", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 912-912.

Authors

Shenghui Zhao, University of Miami
Rongrong Zhou, Hong Kong University of Science and Technology, China



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Product Ethicality Dilemma: Consumer Reactions to 'Disgusting' Recycled Products

Berna Basar, Baruch College, USA
Sankar Sen, Baruch College, USA

Read More

Featured

The Subjective Value of Popularity: A Neural Account of Socially Informed Functional Value and Social Value

Robert Goedegebure, Wageningen University, The Netherlands
Irene Tijssen, Wageningen University, The Netherlands
Nynke van der Laan, University of Amsterdam
Hans van Trijp, Wageningen University, The Netherlands

Read More

Featured

When Does Slow Mean Luxurious?: The Effect of Product Motion Speed in Brand Communications on Status Perceptions

SungJin Jung, INSEAD, Singapore
David Dubois, INSEAD, France

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.