• Asia Marketing Journal
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• v.18 no.4
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• pp.27-49
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• 2017

The two competing underlying mechanisms of anchoring, anchoring-and-adjustment and selective accessibility, have very different managerial implications for the effect of price as an anchor on willingness-to-pay (WTP). To clarify their relative roles in inducing the anchoring effect, path analysis modeling in which two paths are included in a single model was utilized. The first path proceeds directly from anchor price to WTP, representing anchor-and-adjustment. The second path, representing selective accessibility, includes a mediator formed by various explanatory variables of WTP. The results consistently show that only the direct path, anchoring-and-adjustment, is significant. The results also show that the level of available product information has no significant moderation effect on both of the paths, which implies the robustness of the result with respect to information level.

• Korean Journal of Forensic Psychology
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• v.11 no.3
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• pp.329-347
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• 2020

When a person suggests an estimate under uncertainty, (s)he tend to rely on the information and number provided in advance. As a result, their final estimate would be assimilated to the initial value. This phenomenon is called "anchoring effect". The present research examined anchoring effects observed in law courts. Sentencing decision of jurors can be influenced by the sentence demanded by the prosecutor. Specifically, this study demonstrated the condition in which anchoring effect would be stronger and practical solutions for lowering anchoring effect. Study 1 demonstrated whether gravity of criminal cases and levels of anchor influenced anchoring effects. As expected, anchoring effect was stronger in a heavier criminal case than in a lighter one. When a low anchor was provided in a lighter case, anchoring effect was stronger compared to when a high anchor was provided. Study 2 examined how emotion affects anchoring effects. The results showed that anchoring effect appeared to be significantly stronger with feelings of anger than of sadness. Study 3 examined the solution for reducing anchoring effects in a court. When activation of selective-accessibility model was prevented, anchoring effects significantly decreased. These results can help solve the problems about juror judgmental bias and contribute to the development of Korean jury trial.

• Korean Journal of Cognitive Science
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• v.33 no.1
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• pp.77-93
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• 2022

Previous studies have reported that a plausible reference point has a greater anchoring effect than an extreme reference point. It is also known that the anchoring effect decreases when the individual's level of knowledge related to a given item is high. However, there has been no study examining the interaction of the plausibility of the reference point and the difficulty of the given question. Therefore, in this study, the effect of the reference plausibility and the difficulty of the questions on the anchoring effect were examined. The relationship between the response confidence and the anchoring effect was also examined. To do so, easy and difficult questions, plausible and extreme reference points were selected through preliminary research. The experiment was conducted following the 'standard anchoring task procedure'. As results, the extremity of the reference point and the difficulty of the question affected the size of the anchoring effect respectively. The difficulty of the question also affected the confidence of the response. Specifically, when a plausible reference point was presented and when a difficult question was presented, the anchoring effects were increased. In addition, the lower the confidence in one's performances, the greater the influence of the reference point when an extreme reference point was presented. These results show that the plausibility of the given reference point and the difficulty of the item have different effects on the magnitude of the anchoring effect and the degree of confidence. The results of this study support the attitude change perspective regarding the anchoring effect, which suggests that the anchoring effect varies depending on the characteristics of the reference point and the individual's knowledge.

• 한국정보디스플레이학회:학술대회논문집
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• 2005.07a
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• pp.515-518
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• 2005

In this paper, we report on our theoretical study on the effect of surface anchoring. Molecular dynamics as well as optical characteristics of PVA cell are computer-simulated with 3D-FEM numerical solver, TechWiz $LCD^{(R)}$. Although simulation parameters are the same except for the consideration of surface anchoring, the simulation reveals that optical transmittance is improved by more than 8% for the weak anchoring case with comparison to the strong anchoring case. Moreover, capacitance between pixel and common electrode is 7% lower for the strong anchoring than that for the weak anchoring. This implies that there exists an appreciable difference between the strong anchoring case and the weak anchoring case. It is very important to take the effect of surface anchoring into account in order to figure out the optical characteristics of an LCD cell more accurately.

• Electrical & Electronic Materials
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• v.9 no.3
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• pp.265-269
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• 1996

We have studied the effect of the mesogenic core of nematic liquid crystals (NLCs) for polar (out-of-plane tilt) anchoring strength and surface order parameter on rubbed polyimide (PI) surfaces. The order of polar anchoring strength for NLCs on rubbed PI surfaces is 5CB > PCH5 > CCH5. From the above results, we suggest that the polar anchoring strength depends on the polarizability of the NLCs. The surface order parameter for NLCs is 5CB > PCH5 > CCH5 on rubbed PI surfaces. We conclude that the polar anchoring strength is strongly related to the surface order parameter on rubbed PI surfaces.

• Journal of the Korean Institute of Electrical and Electronic Material Engineers
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• v.12 no.1
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• pp.69-74
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• 1999

We have investigated that the high pretilt angle of the NLC, 4-n-pentyl-4-cyanobiphenyl (5CB), was observed on rubbed polythiophene (PTP) surfaces with alkyl chains with more than 10 carbon atoms; it is attributed to the surface-excluded volume effect by the alkyl chain lengths between the LCs and the PTP surfaces. Next, we investigated that the odd-even effect of the polar anchoring strength in 5CB on rubbed PTP surfaces with alkyl chain lengths has been successfully evaluated. The anchoring strength of 5CB for rubbed PTP surfaces with odd-number is weak compared with even-number up to the 6 carbon atoms in the alkyl chain; however, odd-number is strong compared with even-number above 7 carbon atoms. The weak anchoring strength of 5CB is approximately $1\times10^{-3} (J/m^2$) on rubbed PTP surface with 7 carbon atoms; it is relatively strong anchoring strength. Consequently, we conclude that the odd-even effects of the polar anchoring strength in NLCs are strongly related to the characteristics of the polymer and observed clearly for short alkyl chain lengths.

• Journal of Environmental Science International
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• v.12 no.9
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• pp.1005-1010
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• 2003

For the purpose of surveying any possibility of anchoring titanium dioxide on activated carbons to promote their activities as catalysts and/or adsorbents, two activated carbons were oxidized with ammonium peroxydisulfate and followed by anchoring titanium dioxide. The anchoring of titanium dioxide on the oxidized activated carbons were performed via the adsorption of tetrabutyltitanate, hydrolysis with deionized water, and calcination. The effect of oxidizing and anchoring treatment on the surface element composition, surface area, and pore texture were analyzed by XPS, BET and TPD. The oxidation of activated carbons with ammonium peroxydisulfate introduced carboxyl groups on the surface of activated carbons and these carboxyl groups promoted the anchoring of titanium oxide on the activated carbons. However, the treatments affected the surface area and the porosity of activated carbons.

• Journal of Navigation and Port Research
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• v.44 no.4
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• pp.326-337
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• 2020

Shipping companies have suffered additional losses because of irrational shipping finance decisions. This paper analyses the cases according to the behavioral finance theories. The theories of behavioral finance used in the analysis and research of this paper are the anchoring effect and sunk cost effect. The backgrounds and reasons for the decisions regarding ship financing are analysed based on the questionnaire responses and case studies. As a result of the analysis, it is found that the behavioral finance theories, anchoring effect, and sunk cost effect, have effects on the ship financing decisions, that errors related to behavioral finance can result in irrational decisions, and that shipping companies suffered additional losses because of the behavioral finance errors.

• Geomechanics and Engineering
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• v.19 no.6
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• pp.485-498
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• 2019

Pre-tensioned rock bolts can be classified into fully anchored, lengthening anchored and point anchored bolts based on the bond length of the resin or cement mortar inside the borehole. Bolts in varying anchoring methods may significantly affect the supporting effect of surrounding rock around a tunnel. However, thus far, the theoretical basis of selecting a proper anchoring method has not been thoroughly investigated. Based on this problem, 16 schemes were designed while incorporating the effects of anchoring length, pretension, bolt length, and spacing, and a systematic numerical experiment was performed in this paper. The distribution characteristics of the stress field in the surrounding rock, which corresponded to various anchoring scenarios, were obtained. Furthermore, an analytical approach for computing the active and passive strengthening index of the anchored surrounding rock is presented. A new fully anchoring method with pretension and matching technology are also provided. Then, an isolated loading model of the anchored surrounding rock was constructed. The physical simulation test for the bearing capacity of the model was performed with three schemes. Finally, the strengthening mechanism of varying anchoring methods was validated. The research findings in this paper may provide theoretical guidelines for the design and construction of bolting support in tunnels.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.13 no.6
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• pp.3023-3036
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• 2019

This study investigated the television (TV) content viewers' behavior influenced by online communication at the choice of new TV series on a terrestrial streaming platform. For exploring the impact of the anchoring effect on the TV content consumption, this study analyzed the correlation between the first episode's TV ratings and the data of online comments or reactions. These data were potential audiences' communication, which were generated on the online article three weeks before the first broadcasting began. To avoid the crucial influence by external factors, such as season and social issue, the test was done with eight (8) TV series which have same genre (drama), similar core audience targeting (20-49's women), similar broadcasting period (Jun-Oct 2016), same scheduling (10.00 to 11.00 pm, weekdays) and aired on terrestrial TV platforms. This research found that not only the amount of comments and reactions, but also the attitude about the comments created before broadcasting, positively influence the audiences' decision-making behavior for new TV content choices. This investigation contributes to the literature on media economics and management by exploring the media content users' consuming behavior with behavioral economics perspectives (anchoring effect) and making a first step for finding a new effect on the media content consumption.