A new look at anchoring effects: basic anchoring and its antecedents.

In previous anchoring studies people were asked to consider an anchor as a possible answer to the target question or were given informative anchors. The authors predicted that basic anchoring effects can occur, whereby uninformative numerical anchors influence a judgment even when people are not asked to compare this number to the target value. Five studies supported these hypotheses: Basic anchoring occurs if people pay sufficient attention to the anchor value; knowledgeable people are less susceptible to basic anchoring effects; anchoring appears to operate unintentionally and nonconsciously in that it is difficult to avoid even when people are forewarned. The possible mechanisms of basic anchoring and the relation between these mechanisms and other processes of judgment and correction are discussed.