Consideration sets of size one: an empirical investigation of automobile purchases

Article Abstract:

Marketing literature often views consideration sets as containing several brands. An empirical study of about 1,000 recent buyers of new cars was conducted to determine whether or not it is possible for a consideration set to contain only one brand. The results show that 17% of new-car buyers looked for the brand of their previous car, and thus had a consideration set of size one. Satisfaction with the previous car and dealer, low perceived risk, socio-demographic variables and various product-specific elements were assessed as to their ability to predict the consideration of only one brand.

Marketing, Automobiles

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What evokes the brand or store? Consumer research on accessibility theory applied to modeling primary choice

Article Abstract:

Research has been conducted on 401 Austrian household in an effort to verify a number of hypotheses that were formulated in accessibility theory. The theory states that an object or idea may be 'available' from memory but is 'accessible' only during certain conditions. The strength of the cue-to-object link is estimated by accessibility and a strong link eases the object's retrieval upon cue presentation. Three of four hypotheses received strong verification while one received only partial support.

Consumer Behavior, Methods, Motivation research (Marketing)

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Advertising and the stability of consideration sets over multiple purchase occasions

Article Abstract:

A study was conducted to examine the stability of individual consideration sets over multiple shopping occasions and how advertising affects the composition and stability of consideration sets. Three measures of composition and stability of consideration sets were developed. The results showed that exposure to differentiating advertising resulted in higher perceived dispersion of brand-utilities which in turn led to more stability in consideration sets over multiple shopping occasions.

Advertising

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