Understanding the effect of a numerical anchor |
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Authors: | J. Edward Russo |
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Affiliation: | Cornell University, Chicago, IL, USA |
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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. |
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