The effects of the anchoring heuristic on Brazilian consumer decisions: an analysis of the choice process

被引：2

作者：

Luppe, Marcos Roberto ^{[1
]}

de Angelo, Claudio Felisoni ^{[1
]}

机构：

[1] Univ Sao Paulo, FEA USP, Sch Econ Adm & Accounting, Dept Business Adm, Sao Paulo, Brazil

来源：

INTERNATIONAL REVIEW OF RETAIL DISTRIBUTION AND CONSUMER RESEARCH | 2010年 / 20卷 / 05期

关键词：

decision making; heuristics; anchoring effects; consumer behavior;

D O I：

10.1080/09593969.2010.520504

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The objective of this paper is to analyze how individuals process and evaluate information in order to make choices. The dynamics of the decision-making process give rise to the use of true or false references, which have been given the suggestive name of anchors. Using a method proposed by Jacowitz and Kahneman, this paper analyzes how an arbitrary number presented to an individual is able to alter judgment on the price of a given product or service. The results indicate that complex mental processes condition the evaluation of perfectly defined entities, such as the type of goods or a commonly used service.

引用

页码：495 / 513

页数：19

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