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Summary and Conclusion

  • Marcel Paulssen
Chapter
Part of the Gabler Edition Wissenschaft book series (GEW)

Abstract

The main goal of this dissertation was to contribute to the understanding of the consideration set construct and the consideration stage in the choice process. Academic interest has mainly focused on brand evaluation, neglecting the consideration stage in the choice process. However as brand consideration is a necessary precondition for brand evaluation, a thorough understanding of the processes and determinants of brand consideration is of high importance from a theoretical but also from a practical point of view.

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Copyright information

© Springer Fachmedien Wiesbaden 2000

Authors and Affiliations

  • Marcel Paulssen

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