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Consideration set June 9, 2007

Posted by jyu in Qualifying.

Consideration set is the subset of brands that consumers evaluate when making a purchase decision.  A consumer has a limited information processing abilities and limits the comparison to a subset of brands that is termed as consideration set.

In the frequent purchased product category such as groceries, consumers mostly face information overload and may engage in strategies to minimize the cost of information search (utility comparison or cost-benefit trade-off).  Also, frequent purchased products are charaterized by frequent price promotion of varying depths of discounts; a consumer faces significant uncertainty about the prices of brands.  Consumers may limit their attention and evaluation to a subset of available brands to simlify the purchase decision.

Literatures with the notion of limited consumer search:

1.  Bucklin and Latin (1991):  Proposed a two-stage model of consumer brand choice that explicitly models two types of shopping behavior, namely, planned and unplanned purchases.  For unplanned purchases, consumers are influenced by marketing-mix variables, while for planned purchases, consumers do not process in-store marketing mix information and hence are not influenced by POS.

2. Murthi and Srinivasan (1999): Proposed a habitual evaluation and extensive evaluation model of brand choice and observe that there is considerable evidence that search cost substantially reduces the extent of evaluation of product category information.  Some key insights derived from the model include: (a) marketing inputs do not always influence consumer choice (more than 40% of purchase occasions unaffected), (b) unobserved factors explain more variance than that of combined effet of observables, (c) HH and trip charachteristics affect the extent of evaluation (homemakers, weekday/weekend shopping, education, etc.) (d) Last purchase (BLP, SLP) affect HE more and the same applies to long-term loyalty (BL, SL) on EE.

Criticisms of previous framework:

–Assume consideration set for a consumer remains stable through the consumption history. (not stable and influenced by situational factors)

–Assume consumers use all the relevant information about all the brands in the product category on all the purchase occasions. (perfectly informed about price and marketing mix variables and arrived choice decision by utility comparison acros all the brands)

3. Metha, Rajiv, and Srinivasan (2003): Proposed a structural model that takes consumer price uncertainty into account and conceptualize the set of brands that consumer selects to sample the posted prices on any particular purchases occasion as the consumer’s optimal consideration set.  Also, consumers are uncertain about hte quality of the brands in the product category, and they update their beliefs through consumption experience in a Bayesian fashion.  After making the optimal consideration set choice, the consumer selects the brand that yields the highest expected surplus.



1. Texter - March 10, 2008

thanks for the post, good one – i think it will help me with a paper

2. echovar » Blog Archive » XMPP Tribes: Have You Ever Been Experienced? - July 23, 2008

[…] can’t just be about signaling and paying for what you like. It’s also about creating a consideration set and making a choice that leads to a transaction. And if domain experience is lacking, the real-time […]

3. MobVabattaibKasenub - December 31, 2008

ophipcizjqulrsmnwell, hi admin adn people nice forum indeed. how’s life? hope it’s introduce branch 😉

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[…] One: It’s a volume game.  You want to be included in as many employers’ consideration sets as possible.  Don’t be embarrassed to be your own […]

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[…] Why is this good?  Well, if your product isn’t sexy, or interesting, or dangerous, you can still have a compelling advertising campaign – potentially poking fun at the fact your product isn’t sexy, or interesting, or dangerous.  Whether you’re selling tennis shoes or kitchen tile, a funny campaign can deliver you into that Holiest of Holies: the Consideration Set. […]

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[…] Push notifications are notifications that are pushed or displayed on a mobile device’s screen. Marketers can send messages such as discounts on products and services. This allows marketers to remind their consumers of their brand in order to stay relevant and operational. With reminders, consumers will keep the brand in their consideration set. […]

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[…] hotels, wineries, retail stores and even car rental companies to get into a consumer’s consideration set. 72% of consumers trust online reviews as much as personal recommendations, according to Merchant […]

9. Is Branding really that important? | Marketing Elements by Timothy Goleman - June 29, 2016

[…] the comparison to a subset of brands that is termed as consideration set” as defined by Jyu. The consideration set is in the Evaluation of Alternatives. It will rule in and out brands to […]

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[…] isn’t the only use of the Empty Set in human communication, however.  The “Consideration Set” is the things that we are looking at when we are about to make a […]

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