Semantic Anchoring in Sequential Evaluations of Vices and Virtues

Alexander Chernev ( ach@northwestern.edu ) is associate professor of marketing, Kellogg School of Management, Northwestern University, Evanston, IL 60208. The author thanks Andrea Bonezzi, Aaron Brough, Ryan Hamilton, Norbert Schwarz, and the participants in the 2008 Northwestern University marketing camp for their valuable comments and suggestions. The author acknowledges the helpful input of the editor, the associate editor, and the reviewers. Baba Shiv served as editor and Pierre Chandon served as associate editor for this article.