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How do Verbal Information and Cognitive Load adjust the Anchoring Effect?

언어정보와 인지부하는 기준점설정효과를 어떻게 조정하는가?

  • 이현경 (금오공과대학교 컨설팅대학원) ;
  • 김귀곤 (금오공과대학교 경영학과)
  • Received : 2012.11.29
  • Accepted : 2012.12.20
  • Published : 2012.12.31

Abstract

This study examines the anchoring effect and the adjustment process of two variables(verbal information, cognition load) with snack products. In the results of this study, 1) we found the anchoring effect because the respondents predicted more the number of real units(goraebap) on the packaging painted 25 units than 5 ones. 2) We confirmed the moderating effect of verbal information. The difference of the number of real units predicted between the two packaging was decreased when the visual information was in company with verbal information. And 3) the moderating effect of cognitive load appeared because the more cognitive load was, the less the difference of the number of real units predicted was. This study has shown that we can reduce the errors and biases by adjusting the information frame or the cognitive load. This research provides a theoretical-practical implications to the marketing staffs like packaging designers as well as scholars to study consumer psychology.

Keywords

Visual Information;Verbal Information;Anchoring and Adjustment;Cognitive Load

Acknowledgement

Supported by : 금오공과대학교