Cognitive heuristics length is strength
For a number of years consumer interest groups in several developed countries have been lobbying for product packages to carry full disclosure of product information. Such a move has the effect of lengthening the amount of information files on product packages. The purpos...
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2014
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/55752 |
| _version_ | 1811693569895825408 |
|---|---|
| author | Ang, Hui Ching Lee, Ellyn Yuen Leng Ng, Ee Chuan |
| author2 | Nanyang Business School |
| author_facet | Nanyang Business School Ang, Hui Ching Lee, Ellyn Yuen Leng Ng, Ee Chuan |
| author_sort | Ang, Hui Ching |
| collection | NTU |
| description | For a number of years consumer interest groups in several
developed countries have been lobbying for product packages to
carry full disclosure of product information. Such a move has the
effect of lengthening the amount of information files on product
packages. The purpose of this study is to investigate the effects
of such a move on different groups of people, such as adults,
children, males and females.
The study confirms the presence of a cognitive heuristic,
known as the "length is strength" heuristic, in Singaporean
adults. This heuristic purports that more information is often
equated to better quality. Hence a mandatory move towards full
disclosure would have an unwanted effect of creating heuristical
slants in the way adults perceive quality. The study also shows
that the heuristic is not present in children, implying that it is
learnt. It also reveals that the process of learning is uneven
bet ween boys and girls. This finding should interest marketers
especially with the growing emphasis on micro marketing.
However as the study points out, the knowledge of the learning
process is incomplete and warrants further investigation. |
| first_indexed | 2024-10-01T06:53:46Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/55752 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T06:53:46Z |
| publishDate | 2014 |
| record_format | dspace |
| spelling | ntu-10356/557522023-05-19T06:16:13Z Cognitive heuristics length is strength Ang, Hui Ching Lee, Ellyn Yuen Leng Ng, Ee Chuan Nanyang Business School Roger Marshall DRNTU::Business For a number of years consumer interest groups in several developed countries have been lobbying for product packages to carry full disclosure of product information. Such a move has the effect of lengthening the amount of information files on product packages. The purpose of this study is to investigate the effects of such a move on different groups of people, such as adults, children, males and females. The study confirms the presence of a cognitive heuristic, known as the "length is strength" heuristic, in Singaporean adults. This heuristic purports that more information is often equated to better quality. Hence a mandatory move towards full disclosure would have an unwanted effect of creating heuristical slants in the way adults perceive quality. The study also shows that the heuristic is not present in children, implying that it is learnt. It also reveals that the process of learning is uneven bet ween boys and girls. This finding should interest marketers especially with the growing emphasis on micro marketing. However as the study points out, the knowledge of the learning process is incomplete and warrants further investigation. BUSINESS 2014-03-25T04:34:08Z 2014-03-25T04:34:08Z 1995 1995 Final Year Project (FYP) http://hdl.handle.net/10356/55752 en Nanyang Technological University 119 p. application/pdf |
| spellingShingle | DRNTU::Business Ang, Hui Ching Lee, Ellyn Yuen Leng Ng, Ee Chuan Cognitive heuristics length is strength |
| title | Cognitive heuristics length is strength |
| title_full | Cognitive heuristics length is strength |
| title_fullStr | Cognitive heuristics length is strength |
| title_full_unstemmed | Cognitive heuristics length is strength |
| title_short | Cognitive heuristics length is strength |
| title_sort | cognitive heuristics length is strength |
| topic | DRNTU::Business |
| url | http://hdl.handle.net/10356/55752 |
| work_keys_str_mv | AT anghuiching cognitiveheuristicslengthisstrength AT leeellynyuenleng cognitiveheuristicslengthisstrength AT ngeechuan cognitiveheuristicslengthisstrength |