Consideration: Review of Research and Prospects for Future Insights

Abstract

The authors review the behavioral underpinnings of consideration set formation and revisit the theoretical and empirical evidence that led them to develop an individual level model of consideration. They synthesize the research that has appeared since their 1991 article in the Journal of Marketing Research, examining new ideas, reviewing evolving measurement methodologies, and suggesting several areas for further research that they believe will provide additional insight into the consideration phase of the consumer decision process.