The Semantics of Anchoring

Previous research has demonstrated that judgmental anchoring effects—the assimilation of a numeric estimate to a previously considered standard—are semantic in nature. They result because the semantic knowledge about the target object that is activated during the comparison with the anchor influences the absolute judgment. In addition to this semantic influence, the numeric anchor value itself may also yield an effect under specific conditions. The present research was designed to examine the relative strength of both mechanisms and explore their boundary conditions. Studies 1 and 2 demonstrate that semantic anchoring effects are more potent than purely numeric effects. Study 3 further suggests that purely numeric effects only operate if accessible semantic knowledge is inapplicable to the critical judgment so that semantic influences are incapacitated. The implications of these findings are discussed from the perspective of an integrative model which differentiates between two stages of anchoring. Whereas purely numeric influences appear to be limited to the stage of anchor selection, the actual comparison with the target involves more elaborate semantic processes.