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Permanent link (DOI): https://doi.org/10.7939/R3WW77623

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The Role of Context-Driven Response Bias on the Standard Anchoring Effect Open Access

Descriptions

Other title
Subject/Keyword
judgmental anchoring
heuristics and biases
real-world estimation
response bias
selective accessibility
context effects
Type of item
Thesis
Degree grantor
University of Alberta
Author or creator
Tam, Cory
Supervisor and department
Brown, Norman (Psychology)
Examining committee member and department
Moore, Sarah (Faculty of Business)
Dixon, Peter (Psychology)
Singhal, Anthony (Psychology)
Department
Department of Psychology
Specialization

Date accepted
2014-08-27T13:50:16Z
Graduation date
2014-11
Degree
Master of Science
Degree level
Master's
Abstract
Anchoring is judgmental bias in which quantitative estimates assimilate to seemingly irrelevant numerical reference values (Tversky & Kahneman, 1974). While Tversky and Kahneman (1974) originally proposed that anchoring results from the application of a deliberate anchoring-and-adjustment heuristic, other researchers have stressed the role of automatic processes with the introduction of priming-based accounts (Mussweiler & Strack, 1999). In this paper, we present a new perspective on anchoring called consistency theory. On this view, people first determine whether the true target value is above or below the anchor value, and then they provide an estimate that is consistent with the “Greater” or “Less” judgment. Differing from the selective accessibility account, consistency theory assumes that people can be affected by factors such as the response format of the initial comparative judgment. As predicted, we obtained context effects—participants’ judgments of target items were influenced by their judgments of filler items. That is, participants responded “Greater” more often for the target items when they had made fewer “Greater” judgments for the fillers items, and vice versa. Overall, these findings suggest that people can interact with numerical information in a number of different ways, which challenges the view that anchoring is driven by automatic, activation-based processes.
Language
English
DOI
doi:10.7939/R3WW77623
Rights
Permission is hereby granted to the University of Alberta Libraries to reproduce single copies of this thesis and to lend or sell such copies for private, scholarly or scientific research purposes only. Where the thesis is converted to, or otherwise made available in digital form, the University of Alberta will advise potential users of the thesis of these terms. The author reserves all other publication and other rights in association with the copyright in the thesis and, except as herein before provided, neither the thesis nor any substantial portion thereof may be printed or otherwise reproduced in any material form whatsoever without the author's prior written permission.
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