Anchoring Effects on Consumers’ Willingness‐to‐Pay and Willingness‐to‐Accept
We examine the susceptibility of consumers’ willingness‐to‐pay (WTP) and willingness‐to‐accept (WTA) judgments to influence by arbitrary anchors. The results of four studies suggest that, although circumstantial differences between buying and selling decisions can lead to systematic differences in s...
| Veröffentlicht in: | Journal of Consumer Research. - University of Chicago Press. - 31(2004), 3, Seite 681-690 |
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| Format: | Online-Aufsatz |
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2004
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| Zugriff auf das übergeordnete Werk: | Journal of Consumer Research |
| Schlagworte: | Behavioral Decision Theory Economic Psychology Judgment and Decision Making Pricing Business Behavioral sciences Philosophy Applied sciences Social sciences Mathematics |