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| Author: | Desai, K.K. Hoyer, W.D. |
| Title: | Descriptive characteristics of memory-based consideration sets: influence of usage occasion frequency and usage location familiarity |
| Journal: | Journal of Consumer Research
2000 : DEC, VOL. 27:3, p. 309-323 |
| Index terms: | CONSUMER BEHAVIOUR CONSUMER CHOICE PRODUCT PREFERENCE |
| Language: | eng |
| Abstract: | To shed light on how much effort it would take consumers to choose from a memory-set and how difficult it would be for a product to enter or remain in that set, this research examines the composition of memory-sets in terms of their descriptive characteristics: stability, or how consistent the set is across similar situations; size, or how large the set is; variety, or how distinct the products within the set are; and preference dispersion, or how equal the preferences are toward the set products. |
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