Reassessing the influence of mental intangibility on consumer decision-making

This paper explores the influence of mental intangibility on the size of the consideration set, for both tangible products and services.

Reassessing the influence of mental intangibility on consumer decision-making

Ioannis Rizomyliotis

University of Brighton

Kleopatra Konstantoulaki

Westminster Business School

Giannis Kostopoulos

Leeds Beckett University

Athanasios Poulis

University of Brighton

Theoretical background

Given the complexity of the decision-making process, most studies on consumer decision-making converge on the idea that consumers tend to form a consideration set prior to their final choice, to simplify their decision-making process (e.g. Shocker et al. 1991). This set precedes the final purchase choice and includes those items the consumer seriously considers for acquisition when facing a purchase decision (Shocker et al. 1991). An important...

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