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The role of consideration sets in brand choice: The moderating role of product characteristics
Author(s) -
Suh JungChae
Publication year - 2009
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20286
Subject(s) - product (mathematics) , set (abstract data type) , marketing , advertising , brand names , face (sociological concept) , path analysis (statistics) , psychology , path (computing) , business , mathematics , computer science , statistics , sociology , social science , geometry , programming language
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. © 2009 Wiley Periodicals, Inc.