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A New Measure of Consideration Set Size

This research proposes a new method for computing consideration set size as the sum of the associative penetrations (or the ‘mental’ repertoire). This multi-cued non-attitudinal measure represents the chances of retrieving brands from memory, or the average number of salient brands. It is consistent with developments in memory theory and conceptually similar to a behavioural measure, i.e. purchase repertoire size. As such, it offers a stronger conceptual framework and a more robust empirical basis for comparisons between the cognitive and behavioural dimensions of consumer choice. This measure and the underlying theoretical approach is validated through empirical analysis across multiple categories, which includes: (i) appraisal of the extent to which the ‘mental’ repertoire is larger yet correlated with the behavioural (or purchase) repertoire; (ii) appraisal of the extent to which this relationship reveals the expected usage effect in brand image data; and (iii) a clarification of whether the interplay between retrieval propensities and purchase propensities in determining repertoire size is borne out by observation. The new approach enables individual brand-level diagnostic benchmarks to be specified. It also provides insights for marketing practice, including a framework by which marketing strategies may affect retrieval and purchase propensities differently.