Cross‐cultural consumer decisions: consideration sets – a marketing universal?

This research explores the existence of consideration sets as a marketing universal by evaluating consideration set sizes for a shopping good in a cross‐cultural context. Previous studies of marketing universals investigated consumers’ use of product quality signals for shopping goods. This study used two operational definitions of a consideration set and found that both the average number of brands considered and the number of brands tried on were statistically equal for two matched samples in different cultures, supporting the status of consideration sets as a marketing universal.