Cognitive heuristics "Length is Strength".

Abstract

As a result of the many regulations pertaining to nutrition labeling, much interest has been sparked off about how this information will benefit consumers. It has also been found out that consumers view the quantity of information provided as a simplifying cue to enable them to make evaluations especially when other information is lacking or when the decision is deemed as difficult.

A previous study has established that this effect, known as the Length is Strength. (LIS) heuristic, is applicable in Singapore's context. This present research builds on this basis and attempts to find out at what age children acquire and apply heuristics in their purchase decision. In addition, an attempt is made to ascertain whether there is any difference in the speed of acquiring heuristics between gender.

This research has been unable to determine whether heuristics is learnt. or innate, since subjects as young as seven displayed heuristics. Nevertheless, the experiment has indicated that gender does not affect the development speed of heuristics.

Further research on childrens below the age of seven is thus recommended for a better understanding of this area.