ANCHORING EFFECT: A MYTH OR REALITY?

Öz

Consumers are often irrational when making their purchase decisions. Anchoring effect is one of the most common cognitive biases resorted to by consumers in irrational behaviours.  Although there are many studies supporting anchoring effect in literature, there are studies against it too. This study amis to test the influence of anchoring effect on nine different products through a longtidunal stuy with non-student sampling and large numbers of data sets.

Data were collected from 2041 through a snowball and convenience sampling method between the years of 2016-2019. The results show that there is a significant relationship between number (anchor) determined by the participants and the price they are happy to pay. A one-unit increase in the anchor number  results an increase of 34% consumers are willing to pay for a product. The consumers who stated the numbers between 80-100 as anchors were willing to pay %178% more for a product than customers who stated numbers between 0-20 as anchors.

Anahtar Kelimeler

• Anchoring Effect,Dan Ariely,Daniel Kahneman,Cogntive Bias,Consumer Behavior

ÇAPALAMA ETKİSİ: EFSANE Mİ YOKSA GERÇEK Mİ?

Öz

Tüketiciler satın alma kararlarını verirken sıklıkla irrasyonel davranabilmektedirler. Tüketicilerin irrasyonel davranışlarında en çok kullandıkları bilişsel yanlılıkların başında (cognitive bias) çaplama etkisi (anchoring effect) gelmektedir. Liteartürde anchoring effecti destekleyen çok sayıda çalışma bulunmakla birlikte, son yıllarda anchoring effect karşısında sonuçlar bulunan çalışmalar da ortaya çıkmaya başlamıştır. Bu çalışmada anchoring effectin dokuz farklı üründe etkisinin uzun dönemli ve çok sayıda veri seti ile öğrenci olmayan örneklem üzerinden test edilmesi amaçlanmaktadır.

Bu kapsamda 2016-2019 yılları arasında 2041 kişiden kolayda ve kartopu zincir örnekleme yöntemleri ile veri toplanmıştır. Çalışma sonuçlarına göre katılımcıların belirledikleri rakam ile ödemeye hazır oldukları bedel arasında önemli bir ilişki çıkmıştır. Satın alınmaya razı olunan fiyatı belirtmeden önce söylenen rakamdaki bir birimlik artış %34’lük artış sağlayabilmektedir. Ayrıca 80-100 arası sayı belirtenler 0-20 arasında sayı belirtenlerden %178 daha fazla kendilerine gösterilen ürünlere para ödemeye razı olmuşlardır. İleride yapılacak çalışmalarda çalışmanın gerçek bir satın alma ortamında yapılarak test edilmesi sağlanabilir.

Anahtar Kelimeler

• Dan Ariely,Daniel Kahneman,Çapalama Etkisi,Bilişsel Yanlılık,Tüketici Davranışı

Kaynakça

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