If you are experiencing problems downloading PDF or HTML fulltext, our helpdesk recommend clearing your browser cache and trying again. If you need help in clearing your cache, please click here . Still need help? Email help@ingentaconnect.com

The effects of the anchoring heuristic on Brazilian consumer decisions: ananalysis of the choice process

$54.78 plus tax (Refund Policy)

Buy Article:

Abstract:

The objective of this paper is to analyze how individuals process and evaluate information in order to make choices. The dynamics of the decision-making process give rise to the use of true or false references, which have been given the suggestive name of anchors. Using a method proposed by Jacowitz and Kahneman, this paper analyzes how an arbitrary number presented to an individual is able to alter judgment on the price of a given product or service. The results indicate that complex mental processes condition the evaluation of perfectly defined entities, such as the type of goods or a commonly used service.

Keywords: anchoring effects; consumer behavior; decision making; heuristics

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/09593969.2010.520504

Affiliations: Department of Business Administration of the School of Economics, Administration and Accounting of the Sao Paulo University - FEA/USP, Sao Paulo, Brazil

Publication date: December 1, 2010

More about this publication?
Related content

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more