Anchoring effect in judgments of objective fact and subjective preference
Andersson, Hanna LU
; Bökman, Fredrik
; Wallhagen, Marita
; Holmgren, Mattias
; Sörqvist, Patrik
and Ahonen-Jonnarth, Ulla
(2021)
In Food Quality and Preference
88.
- Abstract
The way by which various sources of external information interact in their effects on judgment is rarely investigated. Here, we report two experiments that examine how two sources of external information—an anchor (a reference price) and an eco-label—influence judgments of an objective fact (product price) and a subjective preference (willingness-to-pay for the product). Participants’ price judgments were drawn in the direction of the anchor point, whereas the eco-label resulted in higher judgments of objective fact (Experiment 1) but did not influence subjective preference (Experiment 2). Interestingly, the eco-label seemed to strengthen the effect of the high anchor in judgments of objective fact. Further, participants with higher... (More)
The way by which various sources of external information interact in their effects on judgment is rarely investigated. Here, we report two experiments that examine how two sources of external information—an anchor (a reference price) and an eco-label—influence judgments of an objective fact (product price) and a subjective preference (willingness-to-pay for the product). Participants’ price judgments were drawn in the direction of the anchor point, whereas the eco-label resulted in higher judgments of objective fact (Experiment 1) but did not influence subjective preference (Experiment 2). Interestingly, the eco-label seemed to strengthen the effect of the high anchor in judgments of objective fact. Further, participants with higher environmental concern answered a higher price on the subjective preference questions when they received a high anchor, as well as a lower price when they received a low anchor in comparison to the low environmental concern group. This study demonstrates that various external information sources can strengthen each other's effects on consumer belief about products, while the effects are weaker for consumers’ preferences. The implications of the results for decision making are discussed.
(Less)
- author
- Andersson, Hanna
LU
; Bökman, Fredrik
; Wallhagen, Marita
; Holmgren, Mattias
; Sörqvist, Patrik
and Ahonen-Jonnarth, Ulla
- publishing date
- 2021-03
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Anchoring, Eco-label, Environmental concern, Objective fact, Subjective preference
- in
- Food Quality and Preference
- volume
- 88
- article number
- 104102
- publisher
- Elsevier
- external identifiers
-
- scopus:85093937485
- ISSN
- 0950-3293
- DOI
- 10.1016/j.foodqual.2020.104102
- language
- English
- LU publication?
- no
- additional info
- Publisher Copyright: © 2020 The Authors
- id
- 5a82fb7f-3cd1-448a-99c3-a23b77ab4e67
- date added to LUP
- 2023-12-05 17:11:09
- date last changed
- 2025-04-04 15:19:00
@article{5a82fb7f-3cd1-448a-99c3-a23b77ab4e67,
abstract = {{<p>The way by which various sources of external information interact in their effects on judgment is rarely investigated. Here, we report two experiments that examine how two sources of external information—an anchor (a reference price) and an eco-label—influence judgments of an objective fact (product price) and a subjective preference (willingness-to-pay for the product). Participants’ price judgments were drawn in the direction of the anchor point, whereas the eco-label resulted in higher judgments of objective fact (Experiment 1) but did not influence subjective preference (Experiment 2). Interestingly, the eco-label seemed to strengthen the effect of the high anchor in judgments of objective fact. Further, participants with higher environmental concern answered a higher price on the subjective preference questions when they received a high anchor, as well as a lower price when they received a low anchor in comparison to the low environmental concern group. This study demonstrates that various external information sources can strengthen each other's effects on consumer belief about products, while the effects are weaker for consumers’ preferences. The implications of the results for decision making are discussed.</p>}},
author = {{Andersson, Hanna and Bökman, Fredrik and Wallhagen, Marita and Holmgren, Mattias and Sörqvist, Patrik and Ahonen-Jonnarth, Ulla}},
issn = {{0950-3293}},
keywords = {{Anchoring; Eco-label; Environmental concern; Objective fact; Subjective preference}},
language = {{eng}},
publisher = {{Elsevier}},
series = {{Food Quality and Preference}},
title = {{Anchoring effect in judgments of objective fact and subjective preference}},
url = {{http://dx.doi.org/10.1016/j.foodqual.2020.104102}},
doi = {{10.1016/j.foodqual.2020.104102}},
volume = {{88}},
year = {{2021}},
}