Please use this identifier to cite or link to this item:
|Title:||The duration heuristic|
|Authors:||Yeung, C.W.M. |
|Source:||Yeung, C.W.M., Soman, D. (2007). The duration heuristic. Journal of Consumer Research 34 (3) : 315-326. ScholarBank@NUS Repository. https://doi.org/10.1086/519500|
|Abstract:||The duration heuristic refers to the tendency to evaluate services based on their duration rather than on their content. We propose that consumers rely on the duration heuristic because it simplifies the evaluation process. In particular, the duration heuristic is most likely to be seen when the duration of the service experience is evaluable relative to other features and when duration is considered in relation to price. Across four experiments and a field study, we (a) provide demonstrations of the duration heuristic, (b) illustrate the biases that result as a consequence of its use, and (c) identify conditions under which consumers are more likely to use the heuristic. © 2007 by Journal of Consumer Research, Inc.|
|Source Title:||Journal of Consumer Research|
|Appears in Collections:||Staff Publications|
Show full item record
Files in This Item:
There are no files associated with this item.
checked on Dec 14, 2017
WEB OF SCIENCETM
checked on Nov 17, 2017
checked on Dec 10, 2017
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.