The Influence of Attitude Strength on Consideration Set Size: Strong Liking Results in Smaller Consideration Sets

Dhananjay Nayakankuppam , University of Iowa, USA
Joseph Priester, University of Southern California, USA
Jayati Sinha, University of Iowa, USA
This paper hypothesizes and finds support for the notion that attitude strength guides consideration set inclusion and choice by influencing consideration set size. Three experiments provide support for the idea. In first study participants in the high elaboration likelihood conditions report smaller consideration set sizes than those in the low elaboration likelihood condition. The second study provides further evidence that strongly liked alternatives are more likely to be associated with smaller consideration sets than weakly liked alternatives. Third study provides support for the search truncation idea i.e., the attitude strength associated with a retrieved alternative serves as a signal for search truncation.
[ to cite ]:
Dhananjay Nayakankuppam , Joseph Priester, and Jayati Sinha (2010) ,"The Influence of Attitude Strength on Consideration Set Size: Strong Liking Results in Smaller Consideration Sets", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 15-19 .