摘要 : Marketing researchers have studied consideration sets for a long time and many different operationalizations of this concept have been used. This empirical study, with 670 households, compares two widely used operationalizations, ... 展开 Marketing researchers have studied consideration sets for a long time and many different operationalizations of this concept have been used. This empirical study, with 670 households, compares two widely used operationalizations, recognition-based and recall-based measures of consideration sets. The results indicate several differences between the measures. The recognition-based measure produces larger sets than the recall-based measure. However, some strong brands are found to be included more often with the recall-based measure. Further, the recognition-based measure generates increased price sensitivity as well as reduced loyalty as compared to a recall-based measure. 收起