A new measure of consideration set size: The average number of salient brands

This research proposes a new method for computing consideration set size as the sum of the associative penetrations (or the 'mental' repertoire).

A new measure of consideration set size: The average number of salient brands

Lara Stocchi

Loughborough University

Melissa Banelis

University of Adelaide

Malcolm Wright

Massey University

Introduction

The concept of a consideration set, i.e. the creation of sub-sets of brands considered for purchase in consumer memory, has drawn the attention of a large body of the marketing literature. This is because the unconscious pre-selection of brands is often assumed to be a fundamental cognitive step leading to choice (Nedungadi 1990). Indeed, it has been suggested that developments in consideration set research are critical to the development of the understanding of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands