Seemingly incidental anchoring: the effect of incidental environmental anchors on consumers’ willingness to pay

Kivilcim Dogerlioglu-Demir () and Cenk Koçaş ()

Marketing Letters, 2015, vol. 26, issue 4, 607-618

Abstract: This article explores the influence of seemingly incidental numbers on willingness to pay as a function of internal reference price strength. Four experiments suggest that anchoring effects occur only when consumers hold weak internal reference prices for the target product. For products with strong internal reference prices, anchoring occurs if the numerical value is part of the product identity and resembles a price. Copyright Springer Science+Business Media New York 2015

Keywords: Anchoring; Willingness to pay; Internal reference price; Incidental environmental anchoring; Priming (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (6)

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DOI: 10.1007/s11002-014-9295-0

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