Semantic Anchoring in Sequential Evaluations of Vices and Virtues

Alexander Chernev

Journal of Consumer Research, 2011, vol. 37, issue 5, 761 - 774

Abstract: How do people evaluate sequentially presented items? Prior research suggests that sequential evaluations are subject to anchoring biases, such that the values of subsequently evaluated alternatives are assimilated toward the initially considered option. The present research argues, however, that sequential valuations often lead to contrast rather than assimilation effects, whereby values of the subsequently estimated alternatives are distanced from the initially evaluated option. These contrast effects are attributed to semantic anchoring, which stems from evaluating conceptually related options classified into opposing categories (e.g., vices and virtues).

Date: 2011
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