TITLE

A Context-Dependent View of Anchoring: The Effect of Consumer Adaptation of Incidental Environmental Anchors on Willingness to Pay

AUTHOR(S)
Dogerlioglu-Demir, Kivilcim; Ko├žas, Cenk
PUB. DATE
January 2014
SOURCE
Advances in Consumer Research;2014, Vol. 42, p294
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Article
ABSTRACT
The article discusses a study that examined the effect of random numbers in marketing communications on the willingness of consumers to pay. Topics discussed include the context-dependent view of anchoring, the differential effect of incidental environmental anchors on the willingness to pay of consumers as a function of the product category, and the consumers' awareness of the link between the numbers and the price of the product. The ability of the consumers to alter and adapt the anchors to fit them into appropriate value range is mentioned.
ACCESSION #
100073021

 

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