Anchoring in Payment: Evaluating a Judgmental Heuristic in Field Experimental Settings

Anchoring, the biasing of estimates toward a previously considered value, is a long-standing and oft-studied phenomenon in consumer research. However, most anchoring work has been in the lab, and the results from field work have been mixed. Here, the authors use real transactions from an empirically...

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Veröffentlicht in:	Journal of marketing research 2016-06, Vol.53 (3), p.354-368
Hauptverfasser:	JUNG, MINAH H., PERFECTO, HANNAH, NELSON, LEIF D.
Format:	Artikel
Sprache:	eng
Schlagworte:	Charitable giving Customers Doughnuts Field experiments Focalism Payments Prices Retail prices Retail stores Setting
Online-Zugang:	Volltext
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