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Related Experiment Videos

A new look at anchoring effects: basic anchoring and its antecedents

T D Wilson1, C E Houston, K M Etling

  • 1Department of Psychology, University of Virginia, Charlottesville 22903-2477, USA. tdw@virginia.edu

Journal of Experimental Psychology. General
|December 1, 1996
PubMed
Summary

Basic anchoring effects occur when uninformative numerical anchors unintentionally influence judgments, even without explicit comparison. Sufficient attention to the anchor is key, and expertise can reduce susceptibility to this nonconscious cognitive bias.

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Area of Science:

  • Cognitive Psychology
  • Social Psychology
  • Behavioral Economics

Background:

  • Previous anchoring studies involved informative anchors or explicit comparisons.
  • The concept of "basic anchoring" suggests influence even without direct instruction.

Purpose of the Study:

  • To investigate whether uninformative numerical anchors can influence judgments without explicit comparison.
  • To explore factors influencing susceptibility to basic anchoring effects.

Main Methods:

  • Five experimental studies were conducted.
  • Participants were exposed to uninformative numerical anchors.
  • Judgments were assessed without explicit instructions to compare to the anchor.

Main Results:

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  • Basic anchoring effects were observed, demonstrating unintentional influence.
  • Sufficient attention to the anchor value was necessary for the effect.
  • Individuals with greater knowledge were less susceptible to basic anchoring.
  • The effect proved difficult to avoid, even with forewarning, suggesting nonconscious operation.

Conclusions:

  • Basic anchoring is a robust phenomenon that can occur unintentionally.
  • Attention and expertise are critical moderators of basic anchoring.
  • The findings highlight the pervasive and often nonconscious nature of anchoring bias in judgment and decision-making.