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Inferring Evoked and Consideration Set from Scanner Data

By Wirawan Dony Dahana and Nozomi Nakajima

Abstract

Evoked and consideration set have been one of main research topics in marketing field for a long time. Using interview data, many studies have been conducted to investigate the nature of its content. However, only few studies tried to do so by using consumer purchase history. By modeling the process of evoked and consideration set formation, in this research we try to elicit consumer evoked set from scanner data. Some managerial implications for marketing decisions derived from the information of estimated evoked set are discussed.Evoked Set, Consideration Set, Brand Choice

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