Author(s)

Linglu Wang

Corresponding Author

Linglu Wang

Abstract

With the deep integration of the global consumer market, consumers’ decision-making behaviours in cross-cultural contexts are influenced by multiple intertwined psychological mechanisms and cultural factors. Among these, the anchoring effect, as a key cognitive bias, often interacts with value systems under different cultural backgrounds, leading consumers to make irrational decisions. Currently, systematic research on the interaction mechanism between the two and intervention strategies is still insufficient. Based on behavioural decision theory and cross-cultural theory, this paper first defines the core concepts of the anchoring effect, cross-cultural values, and consumers’ irrational decision-making, then deeply analyses the process of the anchoring effect, the influencing paths of cross-cultural values, and their interaction mechanism. Through comparative case studies, it examines consumers’ irrational behaviours in price judgment, brand choice, and consumption impulses under different cultural backgrounds. Finally, from the dimensions of marketing, consumer education, and policy regulation, targeted intervention strategies are proposed, providing theoretical support and practical references for standardising cross-cultural consumer markets and guiding consumers towards rational decision-making.

Keywords

Anchoring Effect; Cross-Cultural Values; Consumers’ Irrational Decision-Making