Individual Goal Hierarchies as Antecedents of Market Structures: Gabler Edition Wissenschaft

The consideration set - Categorization processes - Goal constructs - Self concept, values - Consideration set formation as a goal-derived categorization process - Marketing structuring with the self-regulatory model of consideration set formation - Modelling different goal levels - Modelling market structures with consideration sets

Dr. Marcel Paulssen promovierte bei Prof. Dr. Trommsdorff am Lehrstuhl für Marketing der TU Berlin und war Research Fellow von Prof. Dr. Bagozzi an der University of Michigan Business School. Er ist heute als Wissenschaftler im Bereich Märkte und Marktentwicklungen bei der DaimlerChryslerAG tätig.

The consideration set is defined as the set of alternatives which a consumer considers in a purchase decision. As brand consideration is a precondition for choice the understanding of what determines brand consideration is important both from an academic and a practical perspective.

Based on the notion that consumers are self-regulating, volitional decision makers and capable of regulating their behavior according to their goals, Marcel Paulssen develops a self-regulatory model of consideration set formation. The model - tested and confirmed with two data sets in the product category cars - presents an answer to the question why consumers consider certain brands and analyzes the motivational structure that determines brand consideration.