How Does the Likelihood of Categorization into Consideration Sets Decrease from the Brand Considered Most Frequently? Focusing on Think and Feel Product Classification

This paper explores how the likelihood of categorization into a consideration set decreases from the top brand. In Study 1, based on the assumption that decreases in likelihood differ among product categories, we divided products into ‘think’ and ‘feel’ products and compared the results. In Study 2, based on the assumption that the decreases in likelihood differ among consumers within a product category, we divided consumers into high- and low-involvement for each product category and compared the results. For Study 1, the results showed that tendencies to decrease differed between think and feel products. The tendency of consideration likelihood to decrease for think products was more rapid in the first stage of variation, while the decrease for feel products was more rapid in the first or second stages of variation, meaning that the results differed between think and feel products. For Study 2, the results showed that the tendency for consideration to decrease differed between high- and low-involvement consumers. For think products, while the tendency to decrease consideration for high-involvement consumers was more rapid in the first stage of variation, the tendency to decrease consideration for low-involvement consumers was more rapid in the second stage of variation. For feel products, the decreases in likelihood were identical between high- and low-involvement consumers