Semantic anchoring in sequential evaluations of vices and virtues

Alexander Chernev*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

49 Scopus citations


How do people evaluate sequentially presented items? Prior research suggests that sequential evaluations are subject to anchoring biases, such that the values of subsequently evaluated alternatives are assimilated toward the initially considered option. The present research argues, however, that sequential valuations often lead to contrast rather than assimilation effects, whereby values of the subsequently estimated alternatives are distanced from the initially evaluated option. These contrast effects are attributed to semantic anchoring, which stems from evaluating conceptually related options classified into opposing categories (e.g., vices and virtues).

Original languageEnglish (US)
Pages (from-to)761-774
Number of pages14
JournalJournal of Consumer Research
Issue number5
StatePublished - Feb 2011

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing


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