ANCHORAGE EFFECT AND CONSUMER RELATIONS: A STUDY OF THE BASIC PRODUCTS

Authors

  • João Matheus França Bezerra Universidade Federal Rural do Semi-Árido - UFERSA
  • Rodrigo José Guerra Leone Universidade Potiguar - UnP

Abstract

This study examined the effect of anchoring on estimates prices for basic food products. Therefore, we carried out a survey of customers of supermarkets, which were raised in the variables estimated for each product, the estimated degree of trust and the level of essentiality of each item. We conducted a multiple correlation analysis to evaluate the relationship between these three variables. It was observed that for the Low Anchor group, there is a strong positive correlation between the index and the anchor confidence level of the estimate. For the group Anchor High, the correlation coefficients demonstrate a strong relationship between negative and confidence in the estimate and the anchoring effect. It was found that for the two experimental groups, there is a significant correlation between the index and anchor perceived essentiality. The survey data confirm that the estimates may be influenced by individual values anchors, given the judge's confidence and perceived essentiality with respect to the product evaluated. The search facility enables a better understanding of the proper understanding about the decision heuristics, may favor the minimization of probable lapses of judgment and evaluation, strengthening the prospect of neutralizing possible biases inherent in the decision process.

 

Keywords: Decision-making process. Consumer relationship. Anchoring effect.

 

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Author Biographies

João Matheus França Bezerra, Universidade Federal Rural do Semi-Árido - UFERSA

Possui graduação em Ciências Contábeis pela Universidade do Estado do Rio Grande do Norte - UERN (2007). Especialização em Contabilidade Gerencial pela Universidade Potiguar - UnP (2009). Mestrado em Administração pela Universidade Potiguar (2011). Atualmente é Professor Efetivo da Universidade Federal Rural do Semi-Árido (UFERSA). Tem experiência em Ciências Contábeis, atuando principalmente nos seguintes temas: Contabilidade e Planejamento Tributário

Rodrigo José Guerra Leone, Universidade Potiguar - UnP

Possui graduação em Matemática pela Universidade Federal da Paraíba (1995), mestrado em Matemática pela Universidade Federal da Paraíba (1998), especialização em Administração Financeira pela Fundação Getúlio Vargas - RJ (1999) e doutorado em Engenharia de Sistemas e Computação pela Universidade Federal do Rio de Janeiro (2004). Atualmente é professor do curso de Mestrado em Administração da Universidade Potiguar, onde também é o editor-responsável pela Revista de Administração da UnP - RAUnP. Tem experiência nas áreas de Matemática, Estatística e Administração, com ênfase em Administração Financeira, atuando nos seguintes temas: métodos quantitativos, tomada de decisão, finanças empresariais, finanças comportamentais, planejamento financeiro pessoal, programação matemática e gestão de custos.

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Published

10-09-2013

How to Cite

BEZERRA, J. M. F.; LEONE, R. J. G. ANCHORAGE EFFECT AND CONSUMER RELATIONS: A STUDY OF THE BASIC PRODUCTS. REVISTA AMBIENTE CONTÁBIL - Universidade Federal do Rio Grande do Norte, [S. l.], v. 5, n. 2, p. 68–85, 2013. Disponível em: https://periodicos.ufrn.br/ambiente/article/view/4150. Acesso em: 22 nov. 2024.

Issue

Vol. 5 No. 2 (2013): Jul./Dez.

Section

ARTICLES

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