Measuring Consideration Sets through Recall or Recognition: A Comparative Study

Jens Nordfält, Hanna Hjalmarsson, Niclas Öhman, Claes-Robert Julander

Research output: Contribution to journalArticlepeer-review

8 Citations (SciVal)


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.
Original languageEnglish
Pages (from-to)321-330
Number of pages10
JournalJournal of Retailing and Consumer Services
Issue number5
Publication statusPublished - 1 Sept 2004


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