Subliminal anchoring: Judgmental consequences and underlying mechanisms

Judgmental anchoring-the assimilation of a numeric estimate towards a previously considered standard-is an exceptionally ubiquitous effect that influences human judgment in a variety of domains and paradigms. Three studies examined whether anchoring effects even occur, if anchor values are presented subliminally, outside of judges' awareness. Studies 1 and 2 demonstrate such subliminal anchoring effects: judges assimilated target estimates towards the subliminally presented anchor values. Study 3 further demonstrates that subliminal anchors produced a selective increase in the accessibility of anchor-consistent target knowledge. The implications of these findings for the ubiquity of judgmental anchoring, its different underlying mechanisms, and comparative information processing are discussed.