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 decis...