Investigating the cover effect within the mechanisms underlying the anchoring effect

Abstract

Although most prior studies have assumed that the anchoring effect is produced by numerical processes, the semantic model proposed by Mussweiler and Strack (1999a) assumes that anchoring effects reflect specific pieces of knowledge activated by an anchor. To test the model, Sugimoto and Takano (2011) examined the mechanisms underlying the anchoring effect when participants have little knowledge about the inference target. The results of their study suggested that, when semantic anchoring efforts cannot occur, anchoring effects are produced by numerical processes. The present study reexamines this cover effect. For this purpose, this study contain two experiment that adopt two target of inference, Cao Cao (Chinese historical character) & Kovar (alloy of iron and other metal). These two experiment could reassure “cover effect.”