TY - JOUR
T1 - Measuring Consideration Sets through Recall or Recognition: A Comparative Study
AU - Nordfält, Jens
AU - Hjalmarsson, Hanna
AU - Öhman, Niclas
AU - Julander, Claes-Robert
PY - 2004/9/1
Y1 - 2004/9/1
N2 - 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.
AB - 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.
U2 - 10.1016/j.jretconser.2003.10.004
DO - 10.1016/j.jretconser.2003.10.004
M3 - Article
SN - 0969-6989
VL - 11
SP - 321
EP - 330
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
IS - 5
ER -