Assessing the impact of brand association on consideration set formation:
incorporating attitude accessibility model

In this paper, we study how brand association affect consideration set formation.

Many studies have found that consumers follow two-stage choice process where in the first stage, they screen the alternatives into a consideration set, and in the second stage they make a purchase decision based on the perceived utilities of the brands in the consideration set. Even though a few studies have found different factors play important roles in each of the two stages, those studies focused mostly on the sales promotion and price.

In the practical sense, however, consideration set notion is important because of the importance of mind share. The mind share is directly linked with the strength of brand association. Thus, we need to measure the impact of brand association on the consideration set formation.

We incorporate attitude accessibility model to measure the strength of brand association, and analyze how brand association influence consideration set formation. In particular, we are interested in whether brand association affect consideration set and choice set formation.

In conclusion, we made a accurate consideration model and a choice model by using the information of the strength of brand association.