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A Exploratory Comparison Study on Anchoring Effect according to Regularity of Snack`s Shape
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  • Journal title : Journal of Digital Convergence
  • Volume 14, Issue 6,  2016, pp.237-244
  • Publisher : The Society of Digital Policy and Management
  • DOI : 10.14400/JDC.2016.14.6.237
 Title & Authors
A Exploratory Comparison Study on Anchoring Effect according to Regularity of Snack`s Shape
Oh, Ji-Won; Lee, Hyun-Kyung; Kim, Gwi-Gon;
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 Abstract
The purpose of this study examines the influence of anchoring and adjustment according to regularity of snack`s shape. Especially this study choose `choco chip` as a snack with regularity to compare with 2012`s study. The results of this study are as follows. 1) The anchoring and adjustment also appears in `choco chip` with regularity. But statistical meaning is different from the result of prior study. 2) The difference of anchoring effect reduced according to additional verbal information in `choco chip` with regularity. but has no statistical meaning of interaction effect. However the causes of two results are different. 3) The interaction effect of cognitive load(without vs. moderate vs. high) is meaningful statistically. difference of anchoring effect reduced according to additional verbal information in `choco chip` with regularity in `choco chip` with regularity. This study provides strategic implication that it overcomes the limitation of the prior resuarch and may reinforce the biased judgement by cognitive overload.
 Keywords
Visual Information;Anchoring and Adjustment;Cognitive Load;Regularity;Package Product Unit Number;
 Language
Korean
 Cited by
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