If 'Who' Thinks So: The Impacts of Source Credibility on Anchoring Effects

사람들은 불확실한 상황에서 판단을 내릴 때 판단 직전에 외부로부터 주어지거나 머릿속에 떠오른 숫자정보에 영향을 받아서 그 정보에 근사치로서 판단을 내리는 경향이 있는데, 이러한 현상을 거점효과라고 한다. 거점효과가 일어나는 상황에는 정보 제공자와 수신자라는 둘 이상의 사람의 상호작용이 항상 존재함에도 불구하고, 기존 연구들은 거점효과에 영향을 미치는 대인적이고 사회적인 요인들을 간과해왔다. 본 연구에서는 거점을 제공하는 사람의 신빙성을 조작하여, 그에 따른 거점효과의 차이를 확인하였다. 우선 예비연구를 통해 본 연구들에서 사용될 6개의 문항과 고/저 거점 값을 선별하였다. 연구 1에서는 선별된 질문의 각각에 대해 우선 피험자는 거점제공자의 신빙성을 평가하고, 후에 신빙성이 높은 또는 낮은 제공자로부터 거점정보를 제공 받고나서 실제 관련 주제에 대한 자신의 추정치를 보고하였다. 예상대로, 개인이 지각한 거점 제공자의 신빙성이 거점효과의 크기에 영향을 미치는 것으로 나타났다. 즉, 같은 거점 정보라도 신빙성이 높은 사람이 제시하였을 때, 신빙성이 낮은 사람이 제시하였을 때보다 더 큰 거점효과를 발생시켰다. 연구 1이 피험자 내 설계로 구성되어 요구특성이 일어났을 우려가 있기에, 연구 2에서는 거점제공자의 신빙성을 피험자 간 변인으로 처치하여 반복검증하였다. 연구 2에서도 연구 1과 일관되게 거점제공자의 신빙성 효과를 확인하였다. 거점효과의 발생에서 거점 제공자의 신빙성과 같은 대인적이고 사회적인 심리기제의 역할의 관점에서, 이러한 결과의 학문적⋅실용적 의미 및 추후 연구에 대한 제언을 논의하였다.

keywords: anchoring effect, source credibility, uncertainty, judgmental bias, interpersonal factors, 거점효과, 출처 신빙성, 불확실성, 판단오류, 대인적 요인

Abstract

Anchoring effect refers to the phenomenon that judgments under uncertainty are likely to be influenced too much by numerical information given in advance. The previous efforts that investigated underlying mechanisms of the anchoring effects were relatively cognitive-oriented and have mostly ignored the interpersonal and social factors. But the contexts in which the anchoring effects occur involve always at least two real or hypothetical persons, information giver and receiver. The present study examined the role of source credibility (how credible the person who provides the anchoring information is) in anchoring effects. A pretest adapted from Jacowitz & Kahneman (1995) was conducted to selected the issue items that showed the biggest anchoring effects in Korea. In Study 1 of computer-administrated experiment, participants first made their own ranks potential source persons with various jobs on expertise for each issue and then made their own judgments on the issues when given anchoring information either from highly credible sources or low credible sources. As expected, the information given by high credible sources caused larger anchoring effects than that by low credible sources. In order to ruling out the possibility of demand characteristics, Study 2 replicated the finding by employing a between-subject design. Those findings were discussed suggesting the social and interpersonal perspective for understanding the anchoring effect.

keywords: anchoring effect, source credibility, uncertainty, judgmental bias, interpersonal factors, 거점효과, 출처 신빙성, 불확실성, 판단오류, 대인적 요인

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논문 상세

Vol.25 No.3

'누구’의 생각이니까: 거점효과에서 제공자 신빙성의 역할

If 'Who' Thinks So: The Impacts of Source Credibility on Anchoring Effects

초록

Abstract

참고문헌

한국심리학회지: 사회 및 성격