How old is your consideration set? The influence of age on brand consideration

Three different theoretical perspectives (nostalgia, cognitive decline, socioemotional selectivity) lead us to hypothesize that preference for a product should depend on the age a consumer had when the product was launched.

How Old is Your Consideration Set?

The Influence of Age on Brand Consideration

Raphaëlle Lambert-PandraudNegocia, France.

Gilles LaurentHEC School of Management, France.

INTRODUCTION

In many product or service categories, consumers face both long-established...