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The role of consideration sets in brand choice: The moderating role of product characteristics

✍ Scribed by Jung-Chae Suh

Publisher
John Wiley and Sons
Year
2009
Tongue
English
Weight
105 KB
Volume
26
Category
Article
ISSN
0742-6046

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✦ Synopsis

Abstract

This study investigates the role of consideration sets in brand choice. Brand‐level aggregated data are used to capture the responses of consumers who face a number of international and domestic brands in markets rather than two or three brands in experimental designs, as in Chaudhuri and Holbrook (2001). Empirical evidence from path analysis shows that the consideration set for hedonic products includes a smaller number of dominant brands, whereas the consideration set for utilitarian products includes more and diverse brands. The probability of being finally chosen from the consideration set differs according to product characteristics: hedonic vs. utilitarian. The authors discuss managerial implications and suggestions for future research. Β© 2009 Wiley Periodicals, Inc.

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