Efeito de ancoragem

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O efeito de ancoragem é um viés cognitivo que descreve a comum tendência humana para se basear de forma intensa, ou de se "ancorar", a uma característica ou parte da informação recebida, quando em processo de tomada de decisão. Dito de outra forma, designa a dificuldade de alguém em se afastar da influência de uma primeira impressão.

No domínio da decisão, Tversky e Kahneman descreveram a heurística ancoragem-ajustamento e explicam que certos erros são resultado de um ajustamento insuficiente.

Em programação neurolinguística, é um processo que associa inconsciente e automaticamente uma reacção interna a um estímulo exterior.

Bibliografia[editar | editar código-fonte]

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