Elaborating a simpler theory of anchoring

Within the classic anchoring paradigm, in which respondents are forced to consider provided numbers as possible responses to a target judgment, Wegener et al. (2008) proposed that cognitive load affects the psychological mechanism by which these anchors influence judgments. We propose, instead, that level of cognitive resources does not fundamentally affect how anchoring works, but only whether respondents can access other considerations that bear on the target judgment. Though we share the authors' view that environmental circumstances can influence the relative contribution of associative and deliberative inputs in judgments, we contend that cognitive load primarily affects the types of information that respondents consider, not the manner by which a focal element is processed. (C) 2009 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.