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| Author: | Divine, R. |
| Title: | The influence of price on the relationship between involvement and consideration set size |
| Journal: | Marketing Letters
1995 : OCT, VOL. 6:4, p. 309-319 |
| Index terms: | SETS MODELS QUALITY |
| Language: | eng |
| Abstract: | This study examined the relationship between involvement and consideration set size for a product category featuring wide variability in the price and quality of choice alternatives. The use of a heterogeneous choice domain is considered important because it gives consumers the opportunity to make price and quality tradeoffs in the selection of their consideration sets. The results indicate that in such a choice context, the total effect of involvement on consideration set size is positive. |
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