Factors Affecting Choice in A Multi-Stage Model: The Influence of Saliency and Similarity on Retrieval Set and the Implication of Context Effect on Consideration Set

  • Eric Santosa Unisbank
Keywords: consideration set, context effect, retrieval set

Abstract

While it is considered a new paradigm in consumer research, the multi-stage model of consumer decision-making remains unclear as to whether brands are easily retrieved. Likewise, the process of consideration, after particular brands are successfully retrieved, is still in question. This study purports to investigate the effects of saliency and similarity on the ease of retrieval. In addition, referring to some studies of context effect, the effects of attraction, compromise, and assimilation are examined to observe whether they contribute to consideration. A within-subject design is employed in this study. Previously, three preliminary studies are arranged to determine the dominants, new entrants, attributes, and other criteria nominated in the experimental study. The results turn out to be supporting the hypotheses.

References

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Published
2009-09-12
How to Cite
Santosa, E. (2009). Factors Affecting Choice in A Multi-Stage Model: The Influence of Saliency and Similarity on Retrieval Set and the Implication of Context Effect on Consideration Set. Gadjah Mada International Journal of Business, 11(3), 361 - 391. Retrieved from https://jurnal.ugm.ac.id/v3/gamaijb/article/view/15044