Formation of Consideration Set and Consumer Decision-Making Process Under Brand Extension Signal

This research aims to understand consumers’ decision-making process under brand extension strategy which might work as signals in the marketplace. The proposed model utilises a consideration set theory working as the core element of the decision-making process in providing a better understanding of the impact of brand-related activities. More specifically, the proposed model combines perceived quality and perceived risk simultaneously to generate inclusion probability of consideration sets by utilising a Bayesian manner utility maximum model with dynamic structure.


Yi Zhang and Jikyeong Kang (2008) ,"Formation of Consideration Set and Consumer Decision-Making Process Under Brand Extension Signal", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 928-928.


Yi Zhang, University of Manchester, UK
Jikyeong Kang, University of Manchester, UK


NA - Advances in Consumer Research Volume 35 | 2008

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