• Asia Marketing Journal
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• 제18권4호
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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.

• 한국심리학회지:법
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• 제11권3호
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• pp.329-347
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• 2020

사람들은 불확실한 상황에서 판단을 내릴 때 외부에서 주어진 정보의 영향을 받아 그 정보의 근사치로 판단을 내리는 경향이 있으며 이를 정박효과(anchoring effect)라고 한다. 본 연구에서는 배심원들이 사법적 의사결정을 내릴 때 나타나는 정박효과를 연구 문제로 설정하였다. 사법적 의사결정 상황에서는 검사구형량이 정박점으로 작용하여 최종 판결되는 양형이 검사구형량과 유사해지는 현상이 나타난다. 본 연구는 배심원 자격이 있는 만 20세 이상의 대학생들을 대상으로 진행되었다. 연구 1에서는 범죄사건의 경중과 정박크기에 따른 정박효과의 차이를 검증하였다. 그 결과 중범죄사건에서 경범죄사건에 비해 정박효과가 더 강하게 나타났다. 또한 경범죄사건의 저정박 조건에서 고정박 조건에 비해 정박효과가 더 강하게 나타났다. 연구 2에서는 정서상태에 따라 정박효과가 달라짐을 검증하였다. 그 결과 분노정서를 느낄 때 슬픔정서를 느낄 때보다 정박효과가 강하게 나타났다. 마지막으로 정박효과를 약화시키는 방안에 대한 연구 3에서는, 정박효과의 접근가능성 모델이 활성화되는 것을 방지할 때 정박효과가 유의미하게 감소하는 것으로 나타났다. 본 연구의 결과들은 배심원의 사법적 의사결정과정에서 나타나는 정박효과와 관련된 문제들을 파악하고 해결하는 데 기여할 수 있을 것이다.

• 인지과학
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• 제33권1호
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• pp.77-93
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• 2022

선행 연구들에서는 그럴듯한 기준점이 극단적 기준점보다 더 큰 기준점 효과를 야기하는 반면, 주어진 문항과 관련된 개인의 지식수준이 높으면 기준점 효과가 작아진다고 보고하고 있다. 하지만 제시되는 기준점이 그럴듯한지 여부와 주어진 문항 자체의 난이도가 기준점 효과에 미치는 영향을 함께 살펴본 연구는 없었다. 따라서 본 연구에서는 기준점의 극단성과 문항의 난이도가 기준점 효과에 미치는 영향을 살펴보았으며, 이에 더해 응답 확신도와 기준점 효과의 관계도 살펴보았다. 이를 위하여 예비 연구를 통해 쉬운 문항과 어려운 문항, 그럴듯한 기준점과 극단적인 기준점을 선정하였다. 본 실험은 '표준 기준점 실험 절차' 에 따라 진행되었다. 연구 결과, 기준점의 극단성과 문항의 난이도는 각각 기준점 효과에 영향을 미쳤으며 문항의 난이도는 응답 확신도에도 또한 영향을 미쳤다. 구체적으로, 그럴듯한 기준점을 제시했을 때와 어려운 문항을 제시했을 때에 기준점 효과가 크게 나타났다. 또한 자신의 수행에 대한 확신이 낮을수록 극단적인 기준점이 제시되었을 때 기준점의 영향을 크게 받았다. 이러한 결과는 기준점이 그럴듯한지와 문항의 난이도에 따라 기준점 효과의 크기와 확신 정도, 그리고 기준점 효과와 확신도 사이의 상관관계가 다르게 나타난다는 것을 보여준다. 본 연구의 결과는 기준점의 특성이나 개인의 상태에 따라 기준점 효과가 달라진다고 제안하는 기준점 효과에 관한 태도 변화 관점을 뒷받침한다.

• 한국정보디스플레이학회:학술대회논문집
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• 한국정보디스플레이학회 2005년도 International Meeting on Information Displayvol.I
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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.

• E2M - 전기 전자와 첨단 소재
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• 제9권3호
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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.

• 한국전기전자재료학회논문지
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• 제12권1호
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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.

• 한국환경과학회지
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• 제12권9호
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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.

• 한국항해항만학회지
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• 제44권4호
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• pp.326-337
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• 2020

선박금융 의사결정에서 해운기업들은 비합리적인 의사결정을 선택하는 경우가 있으며, 이러한 결과는 해운기업들에 막대한 손실을 유발시킨다. 이러한 선박금융 의사결정 선택에 대한 분석을 본 연구는 행동재무학 이론 중 엥카링 효과와 매몰 비용 효과 이론으로 접근 하였으며, 설문지법과 사례 분석 방법론으로 논문을 작성하였다. 분석 결과, 행동재무학 이론인 엥카링 효과와 매몰 비용 효과가 선박금융 의사결정에 영향을 미친다는 사실과 이러한 영향으로 의사결정자가 비합리적인 의사결정을 선택하게 될 수 있다는 사실을 발견했다.

• Geomechanics and Engineering
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• 제19권6호
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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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• 제13권6호
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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.