An Exposition of the Role of Consideration Sets in a DS/AHP Analysis of Consumer Choice

  • Malcolm J. Beynon
  • Luiz Moutinho
  • Cleopatra Veloutsou


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).


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Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Malcolm J. Beynon
    • 1
  • Luiz Moutinho
    • 2
    • 3
  • Cleopatra Veloutsou
    • 4
  1. 1.Cardiff Business SchoolCardiff UniversityCardiffUK
  2. 2.University of SuffolkSuffolk, EnglandUK
  3. 3.The University of the South PacificSuvaFiji
  4. 4.Adam Smith Business SchoolUniversity of GlasgowGlasgowUK

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