Anchors As Midpoints: It’S Not the Size of the Adjustment That Counts, It’S the Direction

We present “anchors as midpoints” as a new theory of anchoring, which focuses on the direction, rather than the extent, of adjustment from anchors. We find that people are more likely to adjust upwards from high anchors, and downwards from low anchors, than their unanchored estimates would imply.



Citation:

Joshua Lewis and Joseph P. Simmons (2018) ,"Anchors As Midpoints: It’S Not the Size of the Adjustment That Counts, It’S the Direction", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 681-681.

Authors

Joshua Lewis, University of Pennsylvania, USA
Joseph P. Simmons, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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