Advanced SearchSearch Tips
A Exploratory Comparison Study on Anchoring Effect according to Regularity of Snack`s Shape
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
  • 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;
  PDF(new window)
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.
Visual Information;Anchoring and Adjustment;Cognitive Load;Regularity;Package Product Unit Number;
 Cited by
An Kwang-Ho, Kwak Jun sik, "Consumer Decision-Marking based on Behavioral Economics", p285, Hakhyunsa, 2012.

Hyun-Kyung Lee, Gwi-Gon Kim, "How do Verbal Information and Cognitive Load adjust the Anchoring Effect?", Journal of Digital Convergence, Vol.10 , No.11, pp.323-329, 2012.

Hyun-Ok Do, Gwi-Gon Kim, "Anchoring Effect on Visual Grade Symbols: Moderating Effect of Familiarity &Verbal Information" AISS(Advences in Information Science and Service Sciences), Vol.5, No.15, pp454-461, 2013.

Dewitte, S., Pan delaere, M., Briers, B., Warlop, L. & Mario, P.,"Cognitive load has negative after effects on consumer decision making Rel", Social Science Research Network, Oct, 2005.

Gregory B Northcraft and Margaret A Neale, "Experts, amateurs, and real estate: An anchoring-and-adjustment perspective on property pricing decisions", Organizational Behavior and Human Decision Processes, Vol. 39, Issue. 1, pp.84-97. 1987. crossref(new window)

Jacques-Philippe Leyens1, Benoit Dardenne and Susan T. Fiske, "Why and under what circumstances is a hypothesis-consistent testing strategy preferred in interviews?", British Journal of Social Psychology, Vol. 37, Issue. 3, pp.259-274, 1998. crossref(new window)

Karl Ask and Par Anders Granhag, "Motivational sources of confirmation bias in criminal investigations: the need for cognitive closure.", Journal of Investigative Psychology and Offender Profiling, Vol. 2 , pp.43-63, 2005. crossref(new window)

Mussweiler, T., & Strack, F. "Hypothesis-Consistent testing and semantic priming in the anchoring paradigm: A selective accessibility model.",Journal of Experimental Social Psychology, Vol. 35, pp.136-164, 1999. crossref(new window)

Nicholas Epley and Thomas Gilovich., "The Anchoring-and-Adjustment Heuristic.", Psychological Science, Vol. 17, No. 4, pp311-318, 2006. crossref(new window)

Northcraft, G. B., & Neale, M .A., "Experts, Amateurs, and Real Estate: An Anchoring-and-Adjustment Perspective on Property Pricing Decisions", Organizational Behavior and Human Decision Processes. Vol. 39, February, pp.84-97, 1987. crossref(new window)

Pocheptsova, Anastasiya, On Amir, Ravi Dhar, and Roy F. Baumeister, "Deciding Without Resources: Resource Depletion and Choice in Context," Journal of Marketing Research, Vol. 46, pp.344-355, 2009. crossref(new window)

Raymond S. Nickerson, "Confirmation Bias: A Ubiquitous Phenomenon in Many Guises.", Review of General Psychology, Vol. 2, No. 2, pp.175-220, 1998. crossref(new window)

Tversky, A., & Kahneman, D., Judgement under uncertainty: Heuristic and Biases Science, Vol. 185, pp. 1124-1131, 1974. crossref(new window)

Wilson, Timothy D., Cristoper E. Houston, Kathryn M. Etling, & Nancy Brekke., "A New Look at Anchoring Effects: Basic Anchoring and its Antecedents.", Journal of Experimental Psychology: General. Vol. 125, December, pp.387-402, 1996. crossref(new window)

Wyer, R.S., Clore, G.L., & Isbell, L., "Affect and information processing. In M. P. Zanna (ed.)", Advances in experimental social psychology, Vol. 31, pp.3-78, 1999.