Measuring consideration sets through recall or recognition: a comparative study

Marketing researchers have studied consideration sets for a long time and many different operationalizations of this concept have been used. This empirical study, with 670 households, compares two widely used operationalizations, recognition-based and recall-based measures of consideration sets. The...

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Bibliographic Details
Published in:Journal of retailing and consumer services 2004-09, Vol.11 (5), p.321-330
Main Authors: Nordfält, Jens, Hjalmarson, Hanna, Öhman, Niclas, Julander, Claes-Robert
Format: Article
Language:English
Subjects:
Cognitive effort
Consideration sets
Recall
Recognition
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Summary:Marketing researchers have studied consideration sets for a long time and many different operationalizations of this concept have been used. This empirical study, with 670 households, compares two widely used operationalizations, recognition-based and recall-based measures of consideration sets. The results indicate several differences between the measures. The recognition-based measure produces larger sets than the recall-based measure. However, some strong brands are found to be included more often with the recall-based measure. Further, the recognition-based measure generates increased price sensitivity as well as reduced loyalty as compared to a recall-based measure.
ISSN:0969-6989
1873-1384
1873-1384
DOI:10.1016/j.jretconser.2003.10.004