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The influence of macro‐level motives on consideration set composition in novel purchase situations

Chakravarti, Amitav and Janiszewski, Chris (2003) The influence of macro‐level motives on consideration set composition in novel purchase situations. Journal of Consumer Research, 30 (2). pp. 244-258. ISSN 0093-5301

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Identification Number: 10.1086/376803


Consumers often have to create consideration sets when purchasing goals are not well defined. In these situations, the contents of a consideration set 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. For example, when the set of available alternatives requires the consumer to make trade‐offs between benefits (i.e., to be compensatory), the consumer often delays making a decision about which benefits are preferable, and the consideration set tends to contain a more diverse set of alternatives. We document several factors that influence the relative importance of one or the other motive in consideration set formation and discuss implications for brand managers.

Item Type: Article
Official URL:
Additional Information: © 2003 Journal of consumer research
Divisions: Management
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
JEL classification: D - Microeconomics > D1 - Household Behavior and Family Economics > D12 - Consumer Economics: Empirical Analysis
Date Deposited: 02 Dec 2011 09:47
Last Modified: 20 Sep 2021 02:38

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