Length is strength : "quantity of label information as a consumer decision-making heuristics"

• Main Authors: Leong, Yin Yue, Poh, Rena Li Lin, Yap, Chen Chen
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2014
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/59415
• Institution: Nanyang Technological University

Human perceptual mechanics are often fascinating. Consumers usually are oblivious to the fact that human judgment (the work of perceptual mechanics) affects their decision making process. One such area of heuristics is "Length is Strength"; quantity of label information as a consumer decision-making heuristic. Thus, the purpose of this report is to analyse whether the perceived quality, under high and low involvement situations in both Singapore and New Zealand, is cued by the mere provision of information on the label of the product (shampoo) being assessed. The results obtained revealed that, under both involvement situations, there is a general trend of improving perceived quality with increased amounts of label information, despite its negativity. This proves that consumers make use of mental shortcuts in their decision-making and that the "Length is Strength"(LIS) heuristic does exist. Further analysis revealed that Singaporean undergraduates generally have higher opinions of generic brands than their counterparts in New Zealand. Hence, not only does LIS exist, it is also culturally-bound.