On The Factors Of The Basic Anchoring Effect

Basic anchoring effect is a phenomenon, when the anchor numbers are merely offered in uncertain situations, the outcome of people's judgments and decisions, i.e., the target value, approaches to the initial value, i.e., the anchor, leading to bias estimation. And it has great impact on our life. The author make three experiments on college students to study how the participants' specialized knowledge, early warning and cognitive load affect the basic anchoring effect in the hope that good use of the basic anchoring effect better our life.Experiment 1, a 2×2 two-factor completely randomized experiment, explores how the participant's specialized knowledge affects the basic anchoring effect.The experiment includes two factors:one is the anchor value, classified into the high level and the low level, the other is the influence of the participant's specialized knowledge, classified into being under the influence of the participant's specialized knowledge and being not. The experimental results show that only without the influence of specialized knowledge will the basic anchoring effect take place with phenomena that the high anchor value leads to high estimate value and that the low anchor value leads to the low estimate value.Experiment 2,also a 2×2 two-factor completely randomized experiment, explores how the early warning affects the basic anchoring effect. The experiment also includes two factors: one is the anchor value, classified into the high level and the low level ,the other is about early warning, classified into being under the influence of the early warning and being not. The experimental results show that early warning relax the basic anchoring effect valid.Experiment 3, use a 2×2 two-factor completely randomized experiment, the experiment were two factors:anchor value, whether it is being by cognitive load, each of these factors has two levels, the anchor: high value, the low value; is being tried on cognitive load and being not. The experimental results show that the cognitive load affect the accuring of basic anchoring effect.On the whole, although the previous studies prove that the basic anchoring effect has is very common and solid, the thesis, through three experiments, finds that we can take effective measures to adjust the influence of the basic anchoring effect to serve our life.