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We propose a new model to describe consideration, consisting of a multivariate probit model component for consideration and a multinomial probit model component for choice, given consideration. The approach allows one to analyze stated consideration set data, revealed consideration set (choice) data or both, while at the same time it allows for unob- served dependence in consideration among brands. In addition, the model accommodates difierent efiects of the marketing mix on consideration and choice, an error process that is correlated over time, and unobserved consumer heterogeneity in both processes. We attempt to establish the validity of existing practice to infer consideration sets from observed choices in panel data. To this end, we collect data in an on-line choice experiment involving interactive supermarket shelves and post-choice questionnaires to measure the

Retrieving Unobserved Consideration Sets from Household Panel Data