Individual Goal Hierarchies as Antecedents of Market Structures
The consideration set is defined as the set of alternatives which a consumer considers in a purchase decision. As brand consideration is a precondition for choice the understanding of what determines brand consideration is important both from an academic and a practical perspective. Based on the not...
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| Format: | eBook |
| Language: | German |
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Wiesbaden
Deutscher Universitätsverlag
2000, 2000
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| Edition: | 1st ed. 2000 |
| Series: | Gabler Edition Wissenschaft
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| Online Access: | |
| Collection: | Springer Book Archives -2004 - Collection details see MPG.ReNa |
| Summary: | The consideration set is defined as the set of alternatives which a consumer considers in a purchase decision. As brand consideration is a precondition for choice the understanding of what determines brand consideration is important both from an academic and a practical perspective. Based on the notion that consumers are self-regulating, volitional decision makers and capable of regulating their behavior according to their goals, Marcel Paulssen develops a self-regulatory model of consideration set formation. The model - tested and confirmed with two data sets in the product category cars - presents an answer to the question why consumers consider certain brands and analyzes the motivational structure that determines brand consideration |
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| Physical Description: | XIV, 266 S. online resource |
| ISBN: | 9783322978134 |