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Consideration set formation refers to the stage prior to choice processes, during which the consumer uses simple, or heuristics criteria to screen the available brands to form a smaller set that he/she would extend effortful evaluation (Chakravarti and Janiszewski 2003). It can be explained by the concept of bounded rationality (March and Simon 1958) and economic rationale (Stigler 1961) that account for the consumer’s trade off between the cost (effort) and benefit of using consideration sets of different sizes and compositions. As a fundamental element in the consumer’s decision making process, consideration set has generated a stream of well-documented research since its inception by Howard and Sheth (1969).

In recent decades, research in this area has focused on examining the influence of marketing mix elements (Mitra and Lynch 1995), individual heterogeneity (eg, price sensitivity)(Mehta, Rajiv, and …