Conscious and Nonconscious Comparisons with Price Anchors: Effects on Willingness to Pay for Related and Unrelated Products

摘要: Abstract Exposing consumers to extreme prices can influence the price they are willing pay for both related and unrelated products. Drawing on previous theories of anchoring adjustment selective accessibility judgment-relevant knowledge, authors provide an account asymmetries in impact anchors across product categories contingencies occurrence these asymmetries. Four studies show deliberate consideration that play a key role whether effect will generalize categories. Specifically, explicit comparison anchor increases features represent available at this price. In turn, thoughts absence deliberation, however, products, provided no other cognitive activity occurs interim.