Elaboration and numerical anchoring: Implications of attitude theories for consumer judgment and decision making |
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Authors: | Duane T Wegener Richard E Petty Kevin L Blankenship Brian Detweiler‐Bedell |
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Institution: | 1. Psychological Sciences, Purdue University, 703 Third Street, West Lafayette, IN 47907‐2081, USA;2. Ohio State University, USA;3. Iowa State University, USA;4. Lewis and Clark College, USA |
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Abstract: | Researchers across many domains have examined the impact of externally presented numerical anchors on perceiver judgments. In the traditional paradigm, “anchored” judgments are typically explained as a result of elaborate thinking (i.e., confirmatory hypothesis testing that selectively activates anchor-consistent information in memory). Consistent with a long tradition in attitude change, we suggest that the same judgments can result from relatively thoughtful or non-thoughtful processes, with more thoughtful processes resulting in judgments that have more lasting impact. We review recent anchoring research consistent with this elaboration-based perspective and discuss implications for past anchoring results and theory in judgment and decision making. |
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