沈玢，美国阿拉巴马大学（University of Alabama）传播与信息科学博士，浦江学者。曾任教于美国夏威夷大学雪德商学院（Shidler College of Business，University of Hawaii），现执教于复旦大学新闻学院。研究领域涉及营销传播、媒介效果、新媒体、媒介心理学等。在《广告学刊》（Journal of Advertising）、《大众传播与社会》（Mass Communication and Society）、《亚洲传播学刊》（Asian Journal of Communication）、《营销管理期刊》（Journal of Promotion Management）、《新闻大学》等国内外知名学术刊物上发表多篇论文。
书摘
CONTENTS
LIST OF ABBREVIATIONS AND SYMBOLS
LIST OF TABLES
LIST OF FIGURES
CHAPTER I INTRODUCTION
CHAPTER II LITERATURE REVIEW
WHAT：Judgment Tasks of Anchoring That Have Been Examined
HOW：Psychological Mechanisms and Stages of Anchoring
WHY：Reasons That Anchoring Occurs
WHERE：I. Applied Areas of Anchoring Effects
WHERE：II. Application in Comparative Nutrition Claims
WHEN：Conditions for Anchoring to Occur
WHO：People Affected by Anchoring and Adjustment
CHAPTER III METHODOLOGY
Products & Packaging Designs
Treatment Manipulations
Product Attribute：Fat
Participants and Procedure
Measurement
CHAPTER IV RESULTS
Manipulation Check
Study Participants
Scale Reliability and Validity
Hypotheses Testing and Research Questions
CHAPTER V DISCUSSION
Summary of Results
Theoretical Implications and Practical Applications
Limitations and Future Research
Conclusions
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