Upward versus downward anchoring in frequency judgments of social facts

Abstract

Frequency estimation of social facts in two methods of judgment elicitation was investigated. In the "narrow-range" condition, subjects answered questions in the format: "Out of 100 incidents, how many belong to category X?" In the "wide-range" condition, the frequency for the same event was assessed with respect to "Out of 10,000." Judged frequencies in the wide-range condition were divided by 100, and were compared with the corresponding judgments in the narrow-range condition. Such comparisons were made for low-frequency and high-frequency events. Previous research has shown that, for low-frequency events, judged frequencies are proportionally greater in the narrow-range than in the wide-range condition. These results reflect cognitive processes of implicit anchoring, whereby judged frequencies lie close to small numbers within the response ranges provided. I call this process "downward anchoring," and predicted that this tendency would be replicated in the present study. Moreover, I predicted that assessments about high-frequency events would evoke similar cognitive processes operating in the opposite direction. By such "upward anchoring," judged frequencies would lie close to relatively larger numbers within the given response ranges. Consequently, I predicted that judged frequencies for high-frequency events would be proportionally greater in the wide-range condition than in the narrow-range condition. These predictions were confirmed. © 1997 Japanese Psychological Association. Published by Blackwell Publishers Ltd.