价格估计中经验对锚定效应的影响

研究采用语义启动和数值启动的范式进行考察,旨在了解在价格估计中存在的锚定效应,以及个体的消费经验对锚定效应的影响.随机选取54名被试进行2（启动方式：语义启动、数值启动）×2（锚定值：高锚、低锚）×2（熟悉度：熟悉、不熟悉）的混合实验.结果发现：在两种启动条件下,熟悉度对锚定效应均有显著影响;在高锚条件下,语意启动与数值启动之间存在差异,在低锚条件下,语意启动与数值启动之间差异不显著.结论：经验会对价格估计中的锚定效应产生影响.

The Impact of Experience upon the Anchoring Effect in the Price Estimation

Anchoring effect tends to occur during price estimation under uncertainty.So it is quite natural to ask a further question： may it possibly be influenced by familiarity？ Two paradigms-numerical priming and semantic priming-were employed to investigate the anchoring effect that exists in the price estimation and the possible impact that an individual＇s consumption experience might exert upon the anchoring effect.A ramdom sample of 54 college students were subjected to a combined experiment which adopts the above-mentioned two paradigms respectively with the anchoring value set at a high and low level and the familiarity degree being restricted to familiar and unfamiliar.The findings show that familiarity exerts a significant impact on the anchoring effect under either of the two paradigms.A difference is observed between numerical priming and semantic priming when the achoring value is set high while no significant difference is found at the low achoring value.Conclusion： experience definitely exerts some influence upon the achoring effect in price estimation.