Which decision heuristics are used in consideration set formation?
Abstract
This study empirically investigates consumers’ use of five heuristics (conjunctive, disjunctive, lexicographic, linear additive, and geometric compensatory) in the consideration set formation, a critical first phase before actual choice behavior. Data were collected on the selection of beer brands and fast food outlets by real consumers. Using a decomposition approach in determining the consumers’ choice heuristics, it was found that the conjunctive heuristic is the most often used decision model in the consideration set formation for the two product classes. Implications for brand managers and future research directions are developed.
Keywords
Citation
Laroche, M., Kim, C. and Matsui, T. (2003), "Which decision heuristics are used in consideration set formation?", Journal of Consumer Marketing, Vol. 20 No. 3, pp. 192-209. https://doi.org/10.1108/07363760310472236
Publisher
:MCB UP Ltd
Copyright © 2003, MCB UP Limited