Decision constraints and consideration‐set formation in consumer durables

Abstract

The central argument of this article is that the initial phases of the consumer decision process have a major effect on product evaluation and choice. Specifically, the need-arousal event and the consequent retrieval of product-related decision constraints from memory substantially influence the ensuing processes of external information search and alternative evaluation. Several hypotheses based on previous experimental research are formulated to capture these influences. Survey data from a large sample of new automobile buyers in New Zealand are used to test the hypotheses. The results suggest that the product-related decision constraints that are activated as a consequence of problem recognition significantly change the remainder of the purchase process. The findings have important implications for understanding how consideration sets are formed. ᭧

Goal hierarchies as antecedents of market structure

“…These respondents should have already formed a consideration set to a certain extent, and considered car brands can be retrieved from memory in a simulated purchase situation. Given the focus on goals as ultimate determinants of market structure, other possible determinants, such as income or dealer proximity, will not be investigated (see, e.g., Punj & Brookes, 2001).…”

“…Which cars would you take into account in your choice decision?" Respondents could list up to five brands (see Punj & Brookes, 2001, 2003, for a similar approach). Because only 14.5% of the respondents considered more than four brands, the restriction of the consideration set to a maximum number of five brands seems appropriate.…”

“I can do perfectly well without a car!”

“…This is the set that is actively considered in the choice process and is a subset of the objective choice-set (see footnote 13). The size of this set may vary from all theoretically possible alternatives to a single alternative or even none at all (Punj and Brookes 2001). 13 The objective travel choice-set as determined by the location of activities, the available travel alternatives between activity locations (in terms of quality and density of road infrastructure and public transport services, transport policies and fiscal regulations) and a person's capabilities (e.g.…”

An Empirical Examination of the Effects of Web Personalization at Different Stages of Decision Making

“…Consumers screen the alternatives to narrow down their awareness set (Desai and Hoyer, 2000;Punj and Brookes, 2001) to form the consideration set. This set consists of products that they would consider carefully for decision-making (Roberts and Lattin, 1991).…”