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Not all anchors are created equal

Author

Listed:
  • Sugden, Robert
  • Zheng, Jiwei
  • Zizzo, Daniel John

Abstract

We investigate the effects of a range of different types of anchor on WTP and WTA valuations of familiar consumer products, elicited through individuals’ buying or selling decisions at given prices. We find anchoring effects only when the anchor value is framed as a plausible price for the good for which the individual is a potential buyer or seller. Anchoring effects are stronger for WTA than for WTP. We conclude that anchoring effects can affect market behaviour, but that not all anchors are effective.

Suggested Citation

  • Sugden, Robert & Zheng, Jiwei & Zizzo, Daniel John, 2013. "Not all anchors are created equal," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 21-31.
    • Handle: RePEc:eee:joepsy:v:39:y:2013:i:c:p:21-31
    DOI: 10.1016/j.joep.2013.06.008
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    References listed on IDEAS

    as
    1. Isoni, Andrea & Brooks, Peter & Loomes, Graham & Sugden, Robert, 2016. "Do markets reveal preferences or shape them?," Journal of Economic Behavior & Organization, Elsevier, vol. 122(C), pages 1-16.
    2. Drew Fudenberg & David K. Levine & Zacharias Maniadis, 2012. "On the Robustness of Anchoring Effects in WTP and WTA Experiments," American Economic Journal: Microeconomics, American Economic Association, vol. 4(2), pages 131-145, May.
    3. Ian Bateman & Alistair Munro & Bruce Rhodes & Chris V. Starmer & Robert Sugden, 2006. "Anchoring and Yea-saying with Private Goods: An Experiment," Chapters, in: John A. List (ed.), Using Experimental Methods in Environmental and Resource Economics, chapter 1, Edward Elgar Publishing.
    4. Horowitz, John K. & McConnell, Kenneth E., 2002. "A Review of WTA/WTP Studies," Journal of Environmental Economics and Management, Elsevier, vol. 44(3), pages 426-447, November.
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    6. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 27(1), pages 15-25, 01-02.
    7. John A. List (ed.), 2006. "Using Experimental Methods in Environmental and Resource Economics," Books, Edward Elgar Publishing, number 4180.
    8. Jonathan E. Alevy & Craig E. Landry & John A. List, 2015. "Field Experiments On The Anchoring Of Economic Valuations," Economic Inquiry, Western Economic Association International, vol. 53(3), pages 1522-1538, July.
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    14. Bergman, Oscar & Ellingsen, Tore & Johannesson, Magnus & Svensson, Cicek, 2010. "Anchoring and cognitive ability," Economics Letters, Elsevier, vol. 107(1), pages 66-68, April.
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    More about this item

    Keywords

    Anchoring effect; Endowment effect;

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

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