Review article

Anchoring Heuristic

Marko Bokulić ; Sveučilište u Zagrebu, Filozofski fakultet, Odsjek za psihologiju, Zagreb, Hrvatska
Darko Polšek ; Sveučilište u Zagrebu, Filozofski fakultet, Katedra za antropologiju, Zagreb, Hrvatska

Abstract

The article is a summary of recent experimental data on anchoring heuristic and models that seek to explain it. Anchoring heuristic represents one of the mechanisms of decision making in situations of limited information or time, by using a comparison standard called – an anchor. Given the supposed wide usage of this heuristic, authors explore the unconscious character of the heuristic and ways of making its biasing effects less prominent. Apart from the standard experimental design in which anchor is directly connected to the judgment in question, evidence shows that people can be anchored indirectly, even when the anchor is perceived unconsciously. Newest data show that anchoring effect should be explained by two distinct processes. In the concluding remarks, authors consider broader implications of anchoring for the field of social cognition.

Keywords

Anchoring heuristic; biases; insufficient adjustment; judgment and decision making; priming; selective accessibility; social cognition; unconscious processing

Hrčak ID:

54607

URI

https://hrcak.srce.hr/54607

Publication date:

29.6.2010.

Article data in other languages: croatian

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