hig.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Anchoring effect in judgments of objective fact and subjective preference
University of Gävle, Faculty of Engineering and Sustainable Development, Department of Computer and Geospatial Sciences, Decision, Risk and Policy Analysis.ORCID iD: 0000-0001-6151-9664
University of Gävle, Faculty of Engineering and Sustainable Development, Department of Computer and Geospatial Sciences, Decision, Risk and Policy Analysis.ORCID iD: 0000-0001-5220-9293
University of Gävle, Faculty of Engineering and Sustainable Development, Department of Building Engineering, Energy Systems and Sustainability Science, Environmental Science.ORCID iD: 0000-0001-8413-3975
University of Gävle, Faculty of Engineering and Sustainable Development, Department of Building Engineering, Energy Systems and Sustainability Science, Environmental Science.ORCID iD: 0000-0002-8442-8324
Show others and affiliations
2021 (English)In: Food Quality and Preference, ISSN 0950-3293, E-ISSN 1873-6343, Vol. 88, article id 104102Article in journal (Refereed) Published
Abstract [en]

The way by which various sources of external information interact in their effects on judgment is rarely investigated. Here, we report two experiments that examine how two sources of external information—an anchor (a reference price) and an eco-label—influence judgments of an objective fact (product price) and a subjective preference (willingness-to-pay for the product). Participants’ price judgments were drawn in the direction of the anchor point, whereas the eco-label resulted in higher judgments of objective fact (Experiment 1) but did not influence subjective preference (Experiment 2). Interestingly, the eco-label seemed to strengthen the effect of the high anchor in judgments of objective fact. Further, participants with higher environmental concern answered a higher price on the subjective preference questions when they received a high anchor, as well as a lower price when they received a low anchor in comparison to the low environmental concern group. This study demonstrates that various external information sources can strengthen each other’s effects on consumer belief about products, while the effects are weaker for consumers’ preferences. The implications of the results for decision making are discussed.

Place, publisher, year, edition, pages
Elsevier , 2021. Vol. 88, article id 104102
Keywords [en]
anchoring, eco-label, objective fact, subjective preference, environmental concern
National Category
Psychology (excluding Applied Psychology)
Research subject
no Strategic Research Area (SFO)
Identifiers
URN: urn:nbn:se:hig:diva-34073DOI: 10.1016/j.foodqual.2020.104102ISI: 000594108600005Scopus ID: 2-s2.0-85093937485OAI: oai:DiVA.org:hig-34073DiVA, id: diva2:1473493
Available from: 2020-10-06 Created: 2020-10-06 Last updated: 2022-09-19Bibliographically approved
In thesis
1. Tradeoffs between self and environment in environmental judgment and decision making
Open this publication in new window or tab >>Tradeoffs between self and environment in environmental judgment and decision making
2021 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

One of the greatest challenges of today is to change our behavior to act more pro-environmentally to reduce global warming. We need to make sacrifices for the environment, e.g., use a means of transportation that take a longer time but causes less CO2 emission. The present thesis aims to study different factors (intrinsic, extrinsic motivational, and extrinsic motivational-neutral information) that influence us when making tradeoffs between self and environment. Paper I examined how an anchor (a reference price) and an ecolabel influence price judgments. It was found that both a judgment of an objective fact (product price) and a subjective preference (willingness to pay for the product) were affected by an anchor. An eco-label resulted in higher judgments of objective facts. People with higher environmental concern were more affected by an anchor when stating their willingness to pay than their low concern counterparts. In Paper II and Paper III, an interaction between a high anchor and a normative message that put the emissions into context was found when making a tradeoff between CO2 emissions and travel time for a flight (Paper II) or a car journey (Paper III). People with higher concern for the environment gave a longer travel time when they received a high anchor (Paper II and Paper III) or no anchor (Paper III). Paper IV investigated how a survey measuring environmental concern can be divided to different indices and how they predict answers in a tradeoff task. The result suggests that a two-factor structure divided into ecocentric and anthropocentric concern is a possible alternative and that people scoring higher on any of the environmental concern indices were willing to travel for a longer time. Taken together, the results show that normative messages, anchors, and concern for the environment are factors that can influence and interact when people make tradeoffs between self and environment in environmental judgment and decision making.

Abstract [sv]

En av dagens utmaningar är att få oss att förändra vårt beteende för att minska den globala uppvärmningen. Ofta krävs uppoffringar, till exempel att välja ett transportmedel som tar längre tid men som släpper ut mindre CO2. I den här avhandlingen studeras faktorer (inre och yttre motivation och yttre motivationsneutral information) som påverkar oss när vi gör avvägningar mellan vad som är bra för oss själva respektive miljön. I artikel I undersöktes hur ett ankare (ett referenspris) och ekologisk märkning påverkade prisbedömning. Det visades att både bedömningen av objektiva fakta (produktens pris) och subjektiv preferens (betalningsviljan för produkten) påverkades av förankring. Den ekologiska märkningen resulterade i en högre bedömning av produktens pris. Personer med högre miljöoro var mer påverkade av förankring när de berättade hur mycket de skulle vara villiga att betala för produkten. I artikel II och artikel III interagerade det höga ankaret med ett normativt budskap som satte koldioxidutsläppen i en kontext. Deltagarna gjorde en tradeoff mellan CO2-utsläpp och restid för en flygresa i artikel II respektive bilresa i artikel III. Personer med högre miljöoro var villiga att resa under en längre tid när de fick ett högt ankare (artikel II och artikel III) eller inget ankare (artikel III). I artikel IV undersöktes hur frågor som mäter miljöoro kan delas in i olika index och hur väl de predicerar svar på en avvägningsuppgift. Resultatet visar att en tvåfaktorsstruktur uppdelad på ekocentrisk och antropocentrisk miljöoro är möjlig, samt att människor med högre oro för miljön enligt något av indexen är villiga att resa under en längre tid. Sammanfattningsvis visar resultaten att normativa budskap, förankring och miljöoro är faktorer som kan påverka och interagera när människor gör avvägningar mellan sig själv och miljön i miljöbedömning och beslut.

Place, publisher, year, edition, pages
Gävle: Gävle University Press, 2021. p. 30
Series
Doctoral thesis ; 24
Keywords
tradeoff, environmental concern, anchoring effect, normative message, travel time, avvägning, miljöoro, förankringseffekt, normativt budskap, restid
National Category
Psychology
Research subject
Sustainable Urban Development
Identifiers
urn:nbn:se:hig:diva-36620 (URN)978-91-88145-75-8 (ISBN)978-91-88145-76-5 (ISBN)
Public defence
2021-10-01, 12:108, Kungsbäcksvägen 47, Gävle, 13:00 (Swedish)
Opponent
Supervisors
Available from: 2021-09-09 Created: 2021-06-29 Last updated: 2022-09-19Bibliographically approved

Open Access in DiVA

fulltext(1004 kB)514 downloads
File information
File name FULLTEXT02.pdfFile size 1004 kBChecksum SHA-512
7843fcbc763474462cf1c81d0094f611ed7004b872df6d27dfbef8ad8071bba6e616c797ae36dbf7e29f6a9b90a12d23dd164ec5e349cd4fae235a400d1d1a18
Type fulltextMimetype application/pdf

Other links

Publisher's full textScopus

Authority records

Andersson, HannaBökman, FredrikWallhagen, MaritaHolmgren, MattiasSörqvist, PatrikAhonen-Jonnarth, Ulla

Search in DiVA

By author/editor
Andersson, HannaBökman, FredrikWallhagen, MaritaHolmgren, MattiasSörqvist, PatrikAhonen-Jonnarth, Ulla
By organisation
Decision, Risk and Policy AnalysisEnvironmental ScienceDepartment of Business and Economic Studies
In the same journal
Food Quality and Preference
Psychology (excluding Applied Psychology)

Search outside of DiVA

GoogleGoogle Scholar
Total: 516 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

doi
urn-nbn

Altmetric score

doi
urn-nbn
Total: 615 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf