Descriptive Characteristics of Memory-Based Consideration Sets

Influence of Usage Occasion Frequency and Usage Location Familiarity

Dados Bibliográficos

ID2214036
AutoresKalpesh Kaushik Desai (Buffalo State University), Wayne D Hoyer
Ano2000
Volume27
Fascículo3
Páginas309-323
Data de publicação2000-12-01
Peer ReviewedSim
Open AccessNão
TipoARTICLE
PeriódicoJournal of Consumer Research (JOURNAL)
Identificadores do periódicoISSN: 0093-5301 • E-ISSN: 1537-5277
EditoraOxford University Press (OUP) (PUBLISHER)
DOI10.1086/317587
OpenAlexW2103468717
IdiomaEN
Citações recebidas8
Referências citadas20

Prior research has examined the composition of memory-based consideration sets in usage situations in terms of the specific products included in them. To shed more light on how much effort it would take consumers to choose from a memory-set and how difficult it would be for a product to enter or remain in that set, this research examines the composition of memory-sets in terms of their descriptive characteristics: stability, or how consistent the set is across similar situations; size, or how large the set is; variety, or how distinct the products within the set are; and preference dispersion, or how equal the preferences are toward the set products. To pinpoint the specific elements of usage situations that influence these properties and to address the limitation of inconsistent operationalizations of usage situations both within and across prior studies, this research operationalized usage situations in terms of two key elements: usage occasion and usage location. Results of two studies using 32 situations that varied on occasion and location familiarities in two replicate product classes revealed that memory-sets of more familiar occasions had lower stability, larger size, and marginally greater variety. Similarly, sets of more familiar locations portrayed lower stability than those of less familiar locations, as well as set variety equal to those of less familiar locations. Finally, the underlying explanation of the above results, the process of forming memory-sets—direct retrieval of items from memory in more familiar situations and use of situation goals in less familiar situations—was also confirmed

Cognitive psychology · Forgetting · Machine learning · Operationalization · Preference · Product (mathematics) · Replicate · Set (abstract data type) · Stability (learning theory) · Statistics · Variety (cybernetics) · Artificial Intelligence · Color perception and design · Computer Science · Consumer Behavior in Brand Consumption and Identification · Mathematics · Product Development and Customization · Psychology