{"id":161307,"date":"2026-06-10T16:52:01","date_gmt":"2026-06-10T16:52:01","guid":{"rendered":"https:\/\/digitionary.com\/dictionnaire\/anchoring-heuristic\/"},"modified":"2026-06-10T18:06:19","modified_gmt":"2026-06-10T18:06:19","slug":"anchoring-heuristic","status":"publish","type":"dictionnaire-dico","link":"https:\/\/digitionary.com\/en\/dictionnaire\/anchoring-heuristic\/","title":{"rendered":"Anchoring heuristic"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">When information about an action or object is lacking, a process can be used that relies on a similar action or event as a reference point for making a judgment. This approach aims to reduce uncertainty surrounding the situation under study by linking it to a previously known event or object. According to Philippe Odou, the use of the anchoring and categorical adjustment heuristic allows consumers to rely on previously memorized evaluations. These evaluations can be linked either to the product previously evaluated or to a cognitive category encompassing different products. Thus, the consumer evaluates based on pre-existing emotions toward the category activated by the product&#8217;s stimuli. The activation of the cognitive representation, triggered by an element of the offering perceived implicitly or explicitly by the consumer, constitutes the first step in forming an impression of a product. The feeling associated with the schema can then serve as a reference point for evaluating the product. Although the initial evaluation is generally rapid due to the individual&#8217;s prior knowledge, some research suggests that subsequent adjustment may occur.<\/p>\n","protected":false},"template":"","categories-glossary":[310],"class_list":["post-161307","dictionnaire-dico","type-dictionnaire-dico","status-publish","hentry","categories-glossary-consumer-behavior-marketing-psychology"],"_links":{"self":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico\/161307","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico"}],"about":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/types\/dictionnaire-dico"}],"wp:attachment":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/media?parent=161307"}],"wp:term":[{"taxonomy":"categories-glossary","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/categories-glossary?post=161307"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}