When Consumers Prefer to Include: Consideration Set Construction Strategies From Large Product Assortments

Joseph Goodman, Washington University in St. Louis, USA
Rebecca Walker Naylor, Ohio State University, USA
Consumers use different strategies to form consideration sets when choosing from large assortments. This research investigates how context affects these strategies and finds that consumers are more likely to use include (vs. exclude) strategies when choosing from larger (vs. smaller) assortments and when they are in a maximizing mindset.
[ to cite ]:
Joseph Goodman and Rebecca Walker Naylor (2014) ,"When Consumers Prefer to Include: Consideration Set Construction Strategies From Large Product Assortments", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 76-80.