Multiple anchoring of category rating scales

Abstract

A psychophysical experiment compared the effects of two different kinds of anchoring upon category ratings of the sizes of squares: (1) single anchoring in which the same square was presented on every anchoring trial, and (2) multiple anchoring in which squares of different sizes were presented on anchoring trials. Subjects did not rate the anchors, only those squares presented on alternate trials as the series stimuli. The major finding was that the two kinds of anchoring have similar effects. As with the single anchor, the multiple anchor establishes a new endpoint for the scale of judgment. The previously demonstrated relationship of increasing and then decreasing contrast as a function of the remoteness of the single anchor (Sarris, 1967, 1976) was found also for multiple anchoring.