Volume 29, Issue 2
DOI: 10.24205/03276716.2020.242
GENERATION MECHANISM OF ANCHORING EFFECT IN MANAGEMENT JUDGMENT: AN ANALYSIS BASED ON THE NEUROSCIENCE OF DECISION-MAKING
Abstract
The anchoring effect is a major cause of judgment deviation. In management judgment, the irrelevant anchors will distract the decision-making from the target issue. This paper explores the generation mechanism of anchoring effect in management judgment through an analysis based on the neuroscience of decisionmaking. Specifically, the author analyzed the influence of value judgment, common sense judgment and Big Five Personality traits on the generation mechanism of anchoring effect, and proved the semantic priming mechanism of anchoring effect in management judgment. The mechanism of the anchoring effect in value judgment was verified by electroencephalogram (EEG) experiment and the that in common sense judgment was studied through the magnetic resonance imaging (MRI) experiment. The results show that different anchor values activate different semantic information; the mean EEG power spectrum under high anchor values is significantly higher than that under low anchor values; for common sense judgment, the reaction time of feasible anchor, infeasible anchor and no anchor decreases in turn in the comparison stage, with a significant difference in reaction time between feasible anchor and no anchor, and enhances in turn in the answer stage; there are a significant difference in the partial correlation coefficient between each trait of the Big Five Personality and the intensity of anchoring effect, and a linear relationship between the pleasantness of the Big Five Personality and the intensity of anchoring effect.
Keywords
Anchoring Effect, Neuroscience of Decision-Making, Value Judgment, Common Sense Judgment.