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| Author: | Chakravarti, A. Janiszewski, C. |
| Title: | The influence of macro-level motives on consideration set composition in novel purchase situations |
| Journal: | Journal of Consumer Research
2003 : SEP, VOL. 30:2, p. 244-258 |
| Index terms: | Consumer behaviour Motivation Purchasing |
| Language: | eng |
| Abstract: | When purchasing goals are not well defined, consumers often have to create consideration sets. The contents of a consideration set in these situations depend on a combination of two motives. First, consumers prefer to create a consideration set of easy-to-compare alternatives. It is easier to compare alternatives that have alignable attributes or alternatives that have overlapping features. Second, consumers prefer to create consideration sets that have a high likelihood of containing their optimal alternative. Several factors that influence the relative importance of one or the other motive in consideration set formation are documented and implications for brand managers are discussed. |
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