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.
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页码：495 / 513
页数：19
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