ANCHORAGE EFFECT AND CONSUMER RELATIONS: A STUDY OF THE BASIC PRODUCTS

• Autor(a) principal: Bezerra, João Matheus França
• Data de Publicação: 2013
• Outros Autores: Leone, Rodrigo José Guerra
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Ambiente Contábil
• Texto Completo: https://periodicos.ufrn.br/ambiente/article/view/4150

This study examined the effect of anchoring on estimates prices for basic food products. Therefore, we carried out a survey of customers of supermarkets, which were raised in the variables estimated for each product, the estimated degree of trust and the level of essentiality of each item. We conducted a multiple correlation analysis to evaluate the relationship between these three variables. It was observed that for the Low Anchor group, there is a strong positive correlation between the index and the anchor confidence level of the estimate. For the group Anchor High, the correlation coefficients demonstrate a strong relationship between negative and confidence in the estimate and the anchoring effect. It was found that for the two experimental groups, there is a significant correlation between the index and anchor perceived essentiality. The survey data confirm that the estimates may be influenced by individual values anchors, given the judge's confidence and perceived essentiality with respect to the product evaluated. The search facility enables a better understanding of the proper understanding about the decision heuristics, may favor the minimization of probable lapses of judgment and evaluation, strengthening the prospect of neutralizing possible biases inherent in the decision process. Keywords: Decision-making process. Consumer relationship. Anchoring effect.