The Existence And Influencing Factors Of Anchoring Effect In Consumer Price Decision Experiment Research

Decision and judgment is a kind of gradually cognitive process, it is accompanied by a lot of emotional and cognitive biases. Since Mr Kahneman and Tversky (1979) proposed by the first clear anchor and heuristic, and validation in many areas of research. Lots of researchers have also researched on the internal mechanism of anchoring, and produced a variety of analytical model. In recent years, the internal and external factors influencing the anchoring effect and anchor value more attention by the researchers, especially in the field of psychology research for more research. Pay more attention to these studies, however, some of the individual research paradigm of anchoring and anchor types such as single mode. This study is based on the personality traits, group factors and the influence of internal and external dual channel mode for further exploration.This study draw lessons from the simulation scene experiment of economics, to test existence of the anchoring effect from the five factors of personality and the gender and age two factors in consumer price decision. In addition, further research on influence factors, and through internal and external anchor system of different simulation experiments to further comparative verification.The first research, it verifies the age and gender on anchoring effect in the consumer price decision under the condition of internal and external anchor respectively. The experimental results show that the problem of familiarity is different, can produce the difference result. Under the condition of internal and external anchor, four ages of consumers on the price issue is anchoring, and internal anchor anchoring more significant effect on the outside anchor, the grades’anchor effect is exist but no significant, high degree of each grade estimation from the internal anchor adjustment has a significant difference between the amount of each grade in knowledge, logical analysis and reasoning ability difference will be reflected in the adjustment process and decision-making results. And each grade in the knowledge experience, logical analysis and reasoning ability difference will be reflected in the adjustment process and decision-making results. There is no significant difference of gender under the condition of external anchor, but it will present high significant difference under the condition of internal anchor. Many studies have demonstrated that the external provide anchor and anchor cause individuals create anchoring mechanism is different.The second research verify the personality characteristics(neuropathic, extraversion, openness, agreeableness, responsibility) of anchoring effect in the consumer price decision under the condition of internal and external anchor. Results show that the existence of neuroticism, agreeableness, developmental, also found that the sense of responsibility does not exist significant effect. External condition of anchor, the main effect of neuroticism, high and low exist significant differences. Low neuroticism anchoring effect is more significant than high neuroticism. Open problems price decision of anchoring effect. The main effect of agreeableness, high agreeableness anchoring is significantly higher than low agreeableness under the internal and external condition of anchor.Studies show that the experimental results maybe different under the condition of different internal and external anchor, when test personality characteristics and demographic factors influence on the effect of anchoring, so need to be further verified.