A Fuzzy Set Model of Search and Consideration with an Application to an Online Market

Research output: Contribution to journalArticle

63 Scopus citations

Abstract

Several two-stage choice models (consideration stage plus choice stage) have been proposed in the marketing literature. We extend this literature by developing a more general model that incorporates how consumer search influences the degree to which they consider various brands. To test the validity and value of our model, we operationalized it with data obtained from Peapod, an online grocer, where we tracked consumers' search processes. We demonstrate that our model performs better than competing models on all the key criteria. New choice models, such as the ones proposed here, are necessary for deriving managerially relevant understanding of choice behavior in online markets. Our empirical results suggest that consumers search both their internal memory and external information at the store to determine the degree to which they consider various brands. Consumers are also heterogeneous with respect to their capability to process external information. For some consumers, external information search dramatically increases the degree to which they consider various brands; but, for others, it has little impact on their consideration. We also find that certain features (e.g., personal lists) reduce consideration set sizes, whereas other features (e.g., sort) increase consideration set sizes.

Original languageEnglish (US)
Pages (from-to)411-434+436
JournalMarketing Science
Volume22
Issue number3
DOIs
StatePublished - Jan 1 2003

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing

Fingerprint Dive into the research topics of 'A Fuzzy Set Model of Search and Consideration with an Application to an Online Market'. Together they form a unique fingerprint.

  • Cite this