This paper affords a stylized view of individual consumer choice decision-making appropriate to the study of many marketing decisions. It summarizes issues relating to consideration set effects on consumer judgment and choice. It discusses whether consideration sets really exist and, if so, the factors that affect their composition, structure, and role in decision-making. It examines some new developments in the measurement and modeling of consideration set effects on decision-making. The paper concludes with suggestions for needed research.Most contemporary accounts of human decision-making give a prominent role to simplification. This extends not only to the "process" presumedly used by the decision-maker in reaching a decision, where simplification acknowledges the decision-maker's efforts to make his/her task easier and more functional, but also to the models of that process proposed by those who study decision-making (Wright 1975). Simple models are to be preferred because they are tractable, a fact that is particularly important when the analyst's task is to make predictions for large numbers of consumers. On the other hand, many behavioral scientists have questioned the adequacy of such models as explanation since they often find a process *The authors wish to acknowledge the numerous ideas and perspectives contributed by the other members of the Banff Symposium workshop:

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