We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Children's Use of Consumer Heuristics.
- Authors
Marshall, Roger; Chuan, Ng Ee; Woonbong, Na
- Abstract
The focus of this paper is to investigate the use of cognitive heuristics by children, compared to adults, as they make consumertype quality judgements in response to product labels. It is found that 10yr-old boys show almost no use of heuristic processing but that same-age girls and adults do. The research method uses the novel approach of encapsulating negative information within a label heuristic, so that a negative quality attribution shows detailed, elaborative processing while a positive quality attribution shows use of the established "Length is Strength" heuristic. Policy issues for legislators and marketing implications for business are discussed.
- Publication
Advances in Consumer Research, 2002, Vol 29, Issue 1, p108
- ISSN
0098-9258
- Publication type
Conference Proceeding