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The Duration Heuristic

Author

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  • Catherine W. M. Yeung
  • Dilip Soman

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. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Catherine W. M. Yeung & Dilip Soman, 2007. "The Duration Heuristic," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(3), pages 315-326, July.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:3:p:315-326
    DOI: 10.1086/519500
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    Cited by:

    1. Arndt, Aaron D. & Evans, Kenneth R. & Zahedi, Ziniya & Khan, Emmyrose, 2019. "Competent or threatening? When looking like a “salesperson†is disadvantageous," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 166-176.
    2. Goswami, Indranil & Urminsky, Oleg, 2021. "Don’t fear the meter: How longer time limits bias managers to prefer hiring with flat fee compensation," Organizational Behavior and Human Decision Processes, Elsevier, vol. 162(C), pages 42-58.
    3. Santana, Shelle & Thomas, Manoj & Morwitz, Vicki G., 2020. "The Role of Numbers in the Customer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 138-154.
    4. Ryan, Gerard & Hernández-Maskivker, Gilda-María & Valverde, Mireia & Pàmies-Pallisé, Maria-del-Mar, 2018. "Challenging conventional wisdom: Positive waiting," Tourism Management, Elsevier, vol. 64(C), pages 64-72.
    5. Harrison, Mary P. & Beatty, Sharon E., 2011. "Anticipating a service experience," Journal of Business Research, Elsevier, vol. 64(6), pages 579-585, June.
    6. Ryan W. Buell & Michael I. Norton, 2011. "The Labor Illusion: How Operational Transparency Increases Perceived Value," Management Science, INFORMS, vol. 57(9), pages 1564-1579, February.
    7. Mao, Wen, 2016. "Sometimes “Fee” Is Better Than “Free”: Token Promotional Pricing and Consumer Reactions to Price Promotion Offering Product Upgrades," Journal of Retailing, Elsevier, vol. 92(2), pages 173-184.
    8. Wang, Ze & Arndt, Aaron D. & Singh, Surendra N. & Biernat, Monica & Liu, Fan, 2013. "“You Lost Me at Hello”: How and when accent-based biases are expressed and suppressed," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 185-196.
    9. Hsee, Christopher K. & Yang, Yang & Li, Xilin, 2019. "Relevance insensitivity: A new look at some old biases," Organizational Behavior and Human Decision Processes, Elsevier, vol. 153(C), pages 13-26.
    10. Xiaofang Wang & Laurens G. Debo & Alan Scheller‐Wolf & Stephen F. Smith, 2012. "Service design at diagnostic service centers," Naval Research Logistics (NRL), John Wiley & Sons, vol. 59(8), pages 613-628, December.
    11. Alewine, Hank C. & Allport, Christopher D. & Shen, Wei-Cheng Milton, 2016. "How measurement framing and accounting information system evaluation mode influence environmental performance judgments," International Journal of Accounting Information Systems, Elsevier, vol. 23(C), pages 28-44.
    12. Spassova, Gerri & Palmeira, Mauricio & Andrade, Eduardo B., 2018. "A ratings pattern heuristic in judgments of expertise: When being right Looks wrong," Organizational Behavior and Human Decision Processes, Elsevier, vol. 147(C), pages 26-47.
    13. repec:cup:judgdm:v:15:y:2020:i:6:p:994-1008 is not listed on IDEAS
    14. Indranil Goswami & Oleg Urminsky, 2020. "More time, more work: How time limits bias estimates of task scope and project duration," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 15(6), pages 994-1008, November.

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