Heterogeneous anchoring and the shift effect in iterative valuation questions

In this article, we consider starting point bias as a heterogeneous phenomenon, that is, respondents in contingent valuation surveys do not anchor in the same way. We study the consequences of a mistaken assumption of homogeneous anchoring for the analysis of the shift effect in multiple-bounded dichotomous choice format, when respondents really have heterogeneous anchoring. We show that the shift effect, generally interpreted as incentive incompatibility or “yea”-saying, can be the spurious outcome of disregarded heterogeneous anchoring.