Staffordshire University logo
STORE - Staffordshire Online Repository

Lost in Numbers? Anchoring Effects in Advertising Claims and Product Information

Conaty, Robert and DALZIEL, Nurdilek Lost in Numbers? Anchoring Effects in Advertising Claims and Product Information. In: BAM2015 Conference Proceedings, 8-10 September 2015, University of Portsmouth.

[img]
Preview
Text
Conaty_Dalziel.pdf - Publisher's typeset copy
Available under License Creative Commons Attribution (CC-BY).

Download (1MB) | Preview

Abstract or description

According to anchoring theory, if unsure, human beings are predisposed to treat the first information they see as a starting point when making a judgement. This, often sub-conscious process, means random information can influence decisions in ways consumers are often unaware of. This paper tests this principle in advertising contexts to understand how anchoring may affect the way consumers interpret numbers within marketing messages. The results support the semantic priming and semantic anchoring models, which predict that random numbers will bias estimates when the wording of the ‘anchor’ is similar to the object of the estimate. We present evidence that this is the case even when the information is not directly relevant to the task. Contrastingly, no evidence is found to support the ‘simple numeric priming’ view of anchoring, which predicts that entirely abstract information can bias estimates.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: anchoring theory; advertising; product labelling; marketing; selective accessibility
Subjects: N100 Business studies
N200 Management studies
N500 Marketing
Faculty: Faculty of Business, Education and Law > Business
Depositing User: Nurdilek DALZIEL
Date Deposited: 21 Mar 2016 17:36
Last Modified: 16 May 2016 10:58
URI: http://eprints.staffs.ac.uk/id/eprint/2285

Actions (login required)

View Item View Item

DisabledGo Staffordshire University is a recognised   Investor in People. Sustain Staffs
Legal | Freedom of Information | Site Map | Job Vacancies
Staffordshire University, College Road, Stoke-on-Trent, Staffordshire ST4 2DE t: +44 (0)1782 294000