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Semantic Anchoring in Sequential Evaluations of Vices and Virtues

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  • Alexander Chernev
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    Abstract

    How do people evaluate sequentially presented items? Prior research suggests that sequential evaluations are subject to anchoring biases, such that the values of subsequently evaluated alternatives are assimilated toward the initially considered option. The present research argues, however, that sequential valuations often lead to contrast rather than assimilation effects, whereby values of the subsequently estimated alternatives are distanced from the initially evaluated option. These contrast effects are attributed to semantic anchoring, which stems from evaluating conceptually related options classified into opposing categories (e.g., vices and virtues).

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    File URL: http://www.jstor.org/stable/pdfplus/10.1086/656731
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    File URL: http://www.jstor.org/stable/full/10.1086/656731
    Download Restriction: Access to the online full text or PDF requires a subscription.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 37 (2011)
    Issue (Month): 5 ()
    Pages: 761 - 774

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    Handle: RePEc:ucp:jconrs:doi:10.1086/656731

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. Murtha, Brian R., 2013. "Peaking at the right time: Perceptions, expectations, and effects," Organizational Behavior and Human Decision Processes, Elsevier, vol. 120(1), pages 62-72.
    2. Mochon, Daniel & Frederick, Shane, 2013. "Anchoring in sequential judgments," Organizational Behavior and Human Decision Processes, Elsevier, vol. 122(1), pages 69-79.

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