A Study On Anchoring Effect In Charge Of Valuation Pricing

The charge of valuation is the key element to determine the valation institution’s costs and benefits.At the same time,extremely low charge is also the root of vicious competition in the industry.Under the condition of market economy,on the one hand,the asset appraisal institution can provide the best service for customers in fierce competition,on the other hand,the fierce competition reduced the charge of institution and sacrificed the quality of valuation,damaged the figure of industry.Thus,the valuation fee is important to valuation quality and development of valuation industry as the chiefly link of valuation process.Appraisal institution as a legal entity assuming sole,responses its profit and loss,has the power of independent charge of valuation.But the fierce price war in the industry,the utilizing of low phenomenon,assessment fees,the lack of legal and the imperfection of regulatory,result in in-rational pricing.So,whether we can through deeply realize the process of setting up valuation price to change current situation.In this paper,author utilizes the theory of psychology,and set the pricing decision-making behavior as the main line.First of all,uses AHP to filter out the key factors affecting pricing,through the form of questionnaire.And then uses these factors for further experimental design,researches weather subjects make the anchoring effect in pricing process,and how to use anchor pricing for the charges.Finally,put forward the relevant recommendations to regulate the valuation of the charging process,a fundamental solution to assess the status of market chaos through the analysis of the experimental conclusions.It is worth noting that the experimental part of this paper adopts the 2×2×2 three-factor and two-level experiment,the "valuation fee government guidance price","customer risk" and "comprehensive capability of valuation institution" selected by AHP are independent variables,Under strict control of extraneous variables,a series of experiments were conducted to explore whether charge pricing personnel would select an initial "anchor" value with reference to the relevant pricing criteria and use the acquired new information as a basis for initial "anchor" values And further verify that there is bounded rationality in pricing decision-making behavior.After a comprehensive analysis of the results of the experimental data,the following conclusions are drawn: First,the final pricing of valuation fee will be affected by customers,valuation institution,projects,macroscopic factors and other factors;Second,The process of pricing is the decision-making process of the pricing personnel in the uncertain situation,in this process will produce anchor effect;Third,the pricing staff to obtain a certain amount of new information,will be based on their own ability to assess their own institutions and customer risk situation,to adjust the initial valuation fee to a certain extent increase or decrease;Fourth,the pricing process,pricing person will be integrated The final pricing of the assessment fee is the result of the combined effects of various factors;Fifth,the process of pricing pricing is based on the pricing of the limited rationality of the staff to make the pricing decision.Accordingly,this paper argues that the pricing process of the valuation fee can be regulated from the perspective of the government and the valuation institutions themselves,and the healthy development of the industry can be promoted.Specific measures include standardizing the regional government guidance prices,strengthening the supervision of fee,the establishment of assessment fee,disclosure policy,to strengthen the construction of the assessment body itself,the pricing of the full attention to customer risk and the impact of various factors such as the comprehensive trade-offs.