A Scale Distortion Theory of Anchoring
A Scale Distortion Theory of Anchoring
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DOI：
10.1037/a0024006
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发表时间：
2012-02-01
影响因子：
4.1
通讯作者：
Mochon, Daniel
中科院分区：
文献类型：
--
作者：
Frederick, Shane W.;Mochon, Daniel
我们认为锚定通常最好解释为一种尺度效应，即锚改变了如何使用反应尺度，而不是如何感知焦点刺激。重要的是，我们认为这甚至对所谓的客观尺度（例如，磅、卡路里、米等）。为了支持这一理论的规模失真，我们表明，以前暴露于数字标准改变受访者的使用，具体的反应规模，但不概括为概念上的附属判断类似的规模。我们的研究结果强调了区分反应语言效应和表征效应的必要性，在这些地方，这种区分的必要性往往被认为是不存在的。
We propose that anchoring is often best interpreted as a scaling effect-that the anchor changes how the response scale is used, not how the focal stimulus is perceived. Of importance, we maintain that this holds true even for so-called objective scales (e.g., pounds, calories, meters, etc.). In support of this theory of scale distortion, we show that prior exposure to a numeric standard changes respondents' use of that specific response scale but does not generalize to conceptually affiliated judgments rendered on similar scales. Our findings highlight the necessity of distinguishing response language effects from representational effects in places where the need for that distinction has often been assumed away.