Browsing by Author "Gomes, Marta Teixeira Frazão"
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- The effect of anchoring in product bundlesPublication . Gomes, Marta Teixeira Frazão; Fernandes, Daniel Von Der HeydeThe anchoring effect can be defined as the first piece of information decision makers have access to, which will influence the future choices they make. Despite the extensive literature on this issue covering a wide range of fields, little research has been done regarding the effect of anchoring in product bundles’ evaluation. Given so, the aim of this research is focused on investigating if the order of presentation of the most expensive item results in different perceptions of the overall bundle evaluation. As an extra analysis, it is intended to know if demographic variables namely age, gender and level of education have an impact on the previously stated relation. According to the results, the anchoring effect, predicted in most literature, could not be replicated in this study. However, studies show that individuals with high levels of product familiarity are less influenced by anchors. Given the high levels of product familiarity of the sample of this study, the author believes that was the reason for the lack of effect of the anchoring phenomenon. Indeed there are features that can weaken the some presumably vigorous anchoring effect which is why it is crucial for sales’ people and organizations in general to have a clear understanding of how the anchoring effect plays in consumers’ decision making process and the way individuals evaluate their offers.