Openness And Field Cognitive Style On The Role Of Anchor Effect Of Individual Decision-making

Since 1974 Tversky and Kahneman proposed the important role that anchoring and adjustment heuristic plan in decision areas. The researchers has conducted the massive researches to study the paradigm and the internal mechanism of anchoring effect ,and proposed several kinds of explanation model. In recent years, the factors influencing anchoring effect have received researcher's attention.,Some traits of personality were studied in anchoring effect researches(2007,Mclory). This research attempted to further develop the anchoring effect based on the personality of decision-making.This article through the simulation scene experiments, has conducted research that how the open and the field cognitive style two personality factors influence anchoring effect.Study one, Inspected the relationship between the openness and the anchoring effect. Experiment 1 confirms the external anchor how to influence the subjects with different openness level. The result showed that subjects whose openness is high relative to the low openness were more affected by external achor cues.Experiment 2, confirmed self-generated anchor how to influence the subjects with different openness level. The result indicated under the self-generated anchor condition ,the anchoring effect that subjects with high openness produced is smaller than the subjects with low openness produced .Study two, Inspected the relationship between the field cognitive style and the anchoring effect. Experiment three confirmed the relationship between the openness and the field cognitive style.The result showed there is high correlation between the two.Experiment four confirmed the external anchor how to influence the subjects with different field cognitive style.The result showed,Related to the field independent subjects,the field dependent subjects were more affected by the external anchor cues,and produced a greater anchoring effect.Experiment five,confirmed self-generated anchor how to influence the subjects with different field cognitive style. The result indicated that there is significance difference between the field independent subject and the field dependent subjects on anchoring effect.Experiment six, inspected whether the field dependent subjects were more affected by the self-generated anchor but the the field independent subjects were more affected by the external anchor. The results showed that that self-generated anchor provided to the subjects on the basis of the value of an external anchor, field dependent subjects' before and after the estimates value were significantly different,but the field independent subjects'before and after the estimates value is not significantly different.This research comprehensively conducted the relationship between two personality factors ---openness and field cognitive style and anchoring effect.the results showed the personality factors plan an important role in anchoring effect and decision area.