An exposition of the role of consideration sets in a DS/AHP analysis of consumer choice

Beynon, M. J., Moutinho, L. and Veloutsou, C. (2018) An exposition of the role of consideration sets in a DS/AHP analysis of consumer choice. In: Moutinho, L. and Sokele, M. (eds.) Innovative Research Methodologies in Management: Volume I: Philosophy, Measurement and Modelling. Palgrave Macmillan: Cham, Switzerland, pp. 237-274. ISBN 9783319643939 (doi:10.1007/978-3-319-64394-6_10)

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Consumer behaviour is often perceived through the notion of consideration sets. However, realistic modelling of consumer choice processes identifies impeding factors, including ignorance and non-specificity. In this chapter, the appeasement of these factors and the role of consideration sets are considered through the utilisation of the nascent Dempster-Shafer/Analytic Hierarchy Process (DS/AHP) method of choice analysis. The central element in the DS/AHP analysis is the body of evidence (BOE), with certain BOE constructed at different stages in the analysis, then a number of different sets of results can be found. The chapter is attempting to convey a more realistic approach for the individual consumer to undertake the required judgement making process. The investigation is based on a group of consumers and their preferences on a number of cars over different criteria. The notion of consideration sets is shown to be fundamental within DS/AHP, and a novel approach to the aggregation of the preferences from the consumers is utilised. A notional approach to the identification of awareness, consideration and choice sets is described, based on the levels of belief and plausibility in the best car existing in a group of cars, which could be compared with the algorithm developed by Gensch and Soofi (Int J Res Mark 12: 25–38, 1995).

Item Type:Book Sections
Glasgow Author(s) Enlighten ID:Moutinho, Professor Luiz and Veloutsou, Professor Cleopatra
Authors: Beynon, M. J., Moutinho, L., and Veloutsou, C.
College/School:College of Social Sciences > Adam Smith Business School > Management
Publisher:Palgrave Macmillan
Published Online:06 December 2017

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