Do Customers Tell Us the Truth? The Biasin Measurement Caused byAnchoring Heuristics

Sylwester Białowąs

Abstract

This article introduces a behavioural economics approach towards decision-making and uses empirical data to indicate how anchoring heuristics might bias measurement results in marketing research. The purpose of the designed research is to decide whether the first piece of information presented to a respondent during an interview might have an influence on their answers. The conclusion that can be drawn from the analysis is that the bias of anchoring heuristics on the households’ saving patterns is very significant. The primary structure of the question order has a considerable effect on further decisions. The analysed case shows that behavioural economics can contribute a lot to understanding customer behaviour and could indeed drive more accurate measurement.
Author Sylwester Białowąs (WZ / KBRiU)
Sylwester Białowąs,,
- Department of Research Markets and Services
Journal seriesEuropean Scientific Journal, ISSN 1857-7881, e-ISSN 1857-7431, (0 pkt)
Issue year2016
NoSpecial Issue
Pages299-310
Publication size in sheets0.55
Keywords in Englishconsumer behaviour, anchoring, questionnaire bias, economic psychology, behavioural economics
URL http://eujournal.org/index.php/esj/article/view/8613/8243
Languageen angielski
Score (nominal)5
Score sourcejournalList
ScoreMinisterial score = 0.0, 23-12-2019, ArticleFromJournal
Ministerial score (2013-2016) = 5.0, 23-12-2019, ArticleFromJournal
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