Studying consideration in the consumer decision process: Progress and challenges

摘要: Abstract The study of consideration has been attracting increasing attention over the last five years (see Shocker et al., 1991 for a review). Academic interest piqued by realization fact that we are achieving good understanding brand evaluation and choice processes, given consideration, but less an what drives consideration. From academic perspective this lack knowledge is troubling. practical perspective, managers have become increasingly concerned in crowded markets their brands may not even gain entry into set. This problem if factors determine different from those affect choice. Gensch (1987) suggests attributes be used at multiple stages Nedungadi (1990) provides strong evidence evaluation, major determinant choice, play primary role during memory-based recall Roberts Lattin (1991) suggest functional form relating preferences to will once take account sets.