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...