Understanding the effect of a numerical anchor
Journal of Consumer PsychologyPublished 1 January 2010
J. Edward Russo
Citations24
SJR quartileQ1
SJR score4.55
SNIP2.33
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Abstract
Abstract Wegener et al. extended the investigation of the anchoring phenomenon to include the manipulation of cognitive load and several traditional factors in persuasion such as source credibility. To this breadth strategy might be added approaches that focus more on depth. By depth is meant an understanding of the underlying mechanisms of anchoring and the forces driving those mechanisms.
Keywords
Social SciencesDecision Sciences
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