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Semantic Anchoring in Sequential Evaluations of Vices and Virtues

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  • Alexander Chernev

Abstract

How do people evaluate sequentially presented items? Prior research suggests that sequential evaluations are subject to anchoring biases, such that the values of subsequently evaluated alternatives are assimilated toward the initially considered option. The present research argues, however, that sequential valuations often lead to contrast rather than assimilation effects, whereby values of the subsequently estimated alternatives are distanced from the initially evaluated option. These contrast effects are attributed to semantic anchoring, which stems from evaluating conceptually related options classified into opposing categories (e.g., vices and virtues).

Suggested Citation

  • Alexander Chernev, 2011. "Semantic Anchoring in Sequential Evaluations of Vices and Virtues," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(5), pages 761-774.
    • Handle: RePEc:oup:jconrs:doi:10.1086/656731
    DOI: 10.1086/656731
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    Cited by:

    1. Jungkeun Kim & Jae-Eun Kim & Jongwon Park, 2018. "Effects of physical cleansing on subsequent unhealthy eating," Marketing Letters, Springer, vol. 29(2), pages 165-176, June.
    2. Koo, Jieun & Suk, Kwanho, 2016. "The effect of package shape on calorie estimation," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 856-867.
    3. Ketron, Seth & Naletelich, Kelly, 2022. "Relative vices and absolute virtues: How size labeling affects size preferences for vices and virtues," Journal of Business Research, Elsevier, vol. 138(C), pages 387-397.
    4. Aneel Karnani & Brent McFerran & Anirban Mukhopadhyay, 2016. "The Obesity Crisis as Market Failure: An Analysis of Systemic Causes and Corrective Mechanisms," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(3), pages 445-470.
    5. Murtha, Brian R., 2013. "Peaking at the right time: Perceptions, expectations, and effects," Organizational Behavior and Human Decision Processes, Elsevier, vol. 120(1), pages 62-72.
    6. Yang, Yikai & Zheng, Jiehui & Yu, Yining & Qiu, Yiling & Wang, Lei, 2024. "The role of recommendation sources and attribute framing in online product recommendations," Journal of Business Research, Elsevier, vol. 174(C).
    7. Aner Tal, 2021. "Wanting More, Seeing Less: Hunger Reduces Calorie Evaluations," IJERPH, MDPI, vol. 18(23), pages 1-12, November.
    8. Rader, Christina A. & Soll, Jack B. & Larrick, Richard P., 2015. "Pushing away from representative advice: Advice taking, anchoring, and adjustment," Organizational Behavior and Human Decision Processes, Elsevier, vol. 130(C), pages 26-43.
    9. Hamby, Anne & Orazi, Davide & Moreau, Patrick, 2024. "Whose story is this? Source reveal as a communication tactic to increase consumers’ advocacy for social causes," Journal of Business Research, Elsevier, vol. 170(C).
    10. Ketron, Seth & Naletelich, Kelly & Migliorati, Stefano, 2021. "Representational versus abstract imagery: Effects on purchase intentions between vice and virtue foods," Journal of Business Research, Elsevier, vol. 125(C), pages 52-62.
    11. Maier, Erik, 2019. "Serial product evaluations online: A three-factor model of leadership, fluency and tedium during product search," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 558-579.

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