Anchors as Semantic Primes in Value Construction: An EEG Study of the Anchoring Effect.
Anchors as Semantic Primes in Value Construction: An EEG Study of the Anchoring Effect.
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锚作为价值构建中的语义素数：锚定效应的脑电图研究
DOI：
10.1371/journal.pone.0139954
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发表时间：
2015
期刊：
影响因子：
3.7
通讯作者：
Qiu W
中科院分区：
文献类型：
--
作者：
Ma Q;Li D;Shen Q;Qiu W
先前关于锚定效应的研究表明，人类的判断往往被不相关的信息同化。研究表明，锚会影响各种产品和体验的经济价值;然而，对这种效应的认知解释仍然存在争议，其神经机制很少被探索。本研究通过脑电图（EEG）实验探讨了锚定效应对厌恶性享乐体验的接受意愿（WTA）的影响以及锚定在这种判断启发式中的作用。行为学结果表明，随机数影响了被试对噪声片段的WTA。参与者在将他们的WTA与更高的数字进行比较后要求更高的工资。脑电图结果表明，锚也影响了评估过程的神经基础。具体而言，当抽取较高的锚数时，引起较大的P2和晚期正电位振幅，反映了对来自后续噪声的更强烈疼痛的预期。此外，当受试者听到噪音时，与较低的锚点相比，较高的锚点引起了更强的θ波段功率增加，这表明参与者在实际体验噪音时感到更不愉快。在预期和经验的不愉快的水平是一致的语义信息所隐含的锚。因此，这些数据表明，语义启动过程的锚定效应的WTA。本研究为语义启动模型的锚定效应和神经证据的稳健性提供了证据。我们的研究结果表明，激活的上下文信息，即使看起来无关紧要，也可以嵌入大脑中经济价值的构建中。
Previous research regarding anchoring effects has demonstrated that human judgments are often assimilated to irrelevant information. Studies have demonstrated that anchors influence the economic valuation of various products and experiences; however, the cognitive explanations of this effect remain controversial, and its neural mechanisms have rarely been explored. In the current study, we conducted an electroencephalography (EEG) experiment to investigate the anchoring effect on willingness to accept (WTA) for an aversive hedonic experience and the role of anchors in this judgment heuristic. The behavioral results demonstrated that random numbers affect participants’ WTA for listening to pieces of noise. The participants asked for higher pay after comparing their WTA with higher numbers. The EEG results indicated that anchors also influenced the neural underpinnings of the valuation process. Specifically, when a higher anchor number was drawn, larger P2 and late positive potential amplitudes were elicited, reflecting the anticipation of more intensive pain from the subsequent noise. Moreover, higher anchors induced a stronger theta band power increase compared with lower anchors when subjects listened to the noises, indicating that the participants felt more unpleasant during the actual experience of the noise. The levels of unpleasantness during both anticipation and experience were consistent with the semantic information implied by the anchors. Therefore, these data suggest that a semantic priming process underlies the anchoring effect in WTA. This study provides proof for the robustness of the anchoring effect and neural evidence of the semantic priming model. Our findings indicate that activated contextual information, even seemingly irrelevant, can be embedded in the construction of economic value in the brain.