A Research at Anchoring Effects: Anchor Characteristics and Presentation Time

Abstract

本实验以锚值高低、不同锚特征、锚值呈现时间为自变量，以60名被试对锚定问题的反应时和估计值为因变量，采用2 × 2 × 2重复两因素的三因素混合设计，探讨不同锚特征和呈现时间对锚定效应的影响。结果发现，不同锚特征的主效应显著，被试对阿拉伯数字锚的反应时显著短于中文数字锚的反应时；呈现时间的主效应不显著；锚值和锚特征之间存在交互作用。通过进一步研究发现，在锚值高低的两个水平上，锚特征的简单效应均显著。当呈现高锚值时，阿拉伯数字锚的估计值比中文数字锚的估计值更高；当呈现低锚值的时候，阿拉伯数字锚的估计值比中文数字锚的估计值更低。同时，在阿拉伯数字锚和中文数字锚两个不同的锚特征水平上，锚值高低的简单效应也均显著。 The research is conducted to figure out the associations between anchor characteristics and presentation time to anchoring effects. The independent variables are anchor values, anchor characteristics and presentation time. The dependent variables are reaction time and estimate values. The results showed that the main effect of anchor characteristics is significant; the reaction time of Arabic number values is faster than that of Chinese number values; the main effect of presentation time is not significant; there is an interaction between anchor values and anchor characteristics. Further study found that under the two levels of anchor values, the simple effect of anchor characteristics is significant. When subjects are faced with high anchor values, the estimate values of Arabic number values are higher than Chinese number values; when subjects are faced with low anchor values, the estimate values of Arabic number values are lower than Chinese number values. At the same time, under the two levels of anchor characteristics, the simple effect of anchor values is also significant.

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