The semantics of anchoring

Previous research has demonstrated that judgmental anchoring effects-the as similation of a numeric estimate to a previously considered standard-are se mantic in nature. They result because the semantic knowledge about the targ et object that is activated during the comparison with the anchor influence s the absolute judgment. In addition to this semantic influence, the numeri c anchor value itself may also yield an effect under specific conditions. T he present research was designed to examine the relative strength of both m echanisms and explore their boundary conditions. Studies 1 and 2 demonstrat e that semantic anchoring effects are more potent than purely numeric effec ts. Study 3 further suggests that purely numeric effects only operate if ac cessible semantic knowledge is inapplicable to the critical judgment so tha t semantic influences are incapacitated. The implications of these findings are discussed from the perspective of an integrative model which different iates between two stages of anchoring. Whereas purely numeric influences ap pear to be limited to the stage of anchor selection, the actual comparison with the target involves more elaborate semantic processes. (C) 2001 Academ ic Press.