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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/36486
標題: | Numerical Anchoring Effects:
The influences of Anchor Plausibility, Product Knowledge and Source Credibility on Products Perceptions |
作者: | Shu-Wei Lin 林淑微 |
指導教授: | 簡怡雯 |
關鍵字: | 定錨效果,知識,代言人,矛的極端度範圍, anchoring effect,anchor plausibility,knowledge,source credibility, |
出版年 : | 2005 |
學位: | 碩士 |
摘要: | Numerical anchoring has been found to depend on the extremity of the anchor, the anchor perceived plausible or implausible, the judge’s knowledge toward target judgment, and expertise of the source of the anchor. Two experiments were conducted to study these striking parallels. In experiment one, the relations of anchor extremity and the judge’s knowledge were investigated. Three levels of anchor extremity were adopted —moderate, extreme, and very extreme anchors. We hypothesized that for high knowledge judges, anchoring effects increased when moderate anchors were used and decreased when extreme anchor or very extreme anchors were used; for low knowledge judges, anchoring effects increased when moderate anchors or extreme anchor were used and decreased when very extreme anchors were used. In experiment two, the relation of anchor extremity and expertise of the source of the anchor were investigated. Two levels of anchor extremity were adopted —moderate and extreme anchors. We hypothesized that for high source expertise of the anchor, extreme anchors would lead to larger anchoring effects than moderate anchors; for low source expertise of the anchor, extreme anchors would lead to smaller anchoring effects than moderate anchors. Though the results partly confirmed our prediction, the findings are consistent with our inference. Implications of numerical anchoring are discussed. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/36486 |
全文授權: | 有償授權 |
顯示於系所單位: | 商學研究所 |
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