The use of category and exemplar knowledge in the solution of anchoring tasks

Five studies examine the role that category and exemplar knowledge play in the mediation of anchoring effects-the assimilation of an absolute estimate to a previously considered standard. Studies I through 3 demonstrate that comparing the target object with a plausible anchor (i.e., a standard that constitutes a possible value for the target) leads to a selective increase in the accessibility of anchor-consistent exemplar knowledge about the targ et. This easily accessible knowledge is then used to generate the absolute estimate, which leads to its assimilation to the standard. Studies 4 and 5 demonstrate that comparing the target with an implausible anchor, however, involves the activation of knowledge about the general category of the targ et rather than exemplar knowledge about the target itself.