An Experimental Study on Anchoring Effect of Consumers’ Price Judgment Based on Consumers’ Experiencing Scenes

• Published in: Frontiers in psychology Vol. 13; p. 794135
• Main Authors: Zong, Yi, Guo, Xiaojie
• Format: Journal Article
• Language: English
• Published: Switzerland Frontiers Media S.A 08.02.2022
• Subjects: anchoring effect; consumer experience; consumers’ price judgment; decision-making bias; experience marketing; Psychology; experience marketing; consumers’ price judgment; anchoring effect; decision-making bias; consumer experience

Consumers are prone to cognitive biases in decision-making due to the impact of time restrictions, specific environment, and project inducements in the process of experience. Compared with traditional marketing scenarios, it is easy to bias decision makers due to the existence of anchor information....