Investigating the Effects of Consumer Innovativeness on Shape of Consideration Sets: Focusing on Comparison Between Consideration Sets of Innovators and Non-Innovators

Heonsoo Jung, Konkuk University
Wooyang Kim, Konkuk University
ABSTRACT - This study investigated the effects of consumer innovativeness on brand consideration behavior. Specifically, we hypothesized that the shape (size and composition) of the consideration set is different between innovators and non-innovators: innovators’ consideration sets are smaller in size and include more homogenous brands than non-innovators’. As expected, experimental results support our hypotheses. Regarding the probability of consideration of two similar brands, our study implies that the simultaneous consideration phenomenon would also be observed at the consumer segment level.
[ to cite ]:
Heonsoo Jung and Wooyang Kim (2005) ,"Investigating the Effects of Consumer Innovativeness on Shape of Consideration Sets: Focusing on Comparison Between Consideration Sets of Innovators and Non-Innovators", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 212-218.