Consumers form consideration sets by screening from all available alternatives. Consumers typically utilize one of two types of screening strategies: an exclusion screening strategy wherein alternatives not worthy of further consideration are rejected or an inclusion strategy wherein worthy alternatives are selected for further evaluation. Extant literature has documented the important role played by screening strategies in decision making. However, there is very limited understanding of when and why consumers may employ one screening strategy over the other as well the impact of the screening strategy for decision accuracy. This dissertation attempts to study the antecedent and consequence of screening strategies. Essay 1 in this dissertation, investigates the role of consumers' perceived uncertainty on the choice of screening strategy. Four studies in this essay show that when consumers are highly uncertain they are more likely to choose exclusion screening strategy; whereas when they are less uncertain they are more likely to use inclusion screening. Mediation analyses in Studies 1 and 2 show that the choice of screening strategy is primarily driven by perceived accuracy of the strategy. Study 3 demonstrates that the effect of uncertainty on the choice of screening strategy is moderated by consideration set size. When uncertain consumers form smaller sets they are more likely to use exclusion screening, but this relationship flips when they form larger consideration sets. Finally, external validity for the relationship between uncertainty and choice of screening strategy is demonstrated in Study 4 using the popular TV game show Who Wants to be a Millionaire? Essay two in this dissertation, investigates the role of perceived uncertainty and consideration set size on the relationship between screening strategy and objective accuracy of the decision. Utilizing an experimental study with an actual choice task, I demonstrate that perceived uncertainty moderates the screening strategy-decision accuracy relationship. Further, this interactive relationship is contingent on consideration set sizes. Whereas consumers with high perceived uncertainty make higher quality decisions with inclusion while forming smaller consideration sets, their decision quality is higher with exclusion when forming larger sets. Likewise, while consumers with low perceived uncertainty make more accurate decisions with exclusion when forming smaller sets, the accuracy of their decisions increases with inclusion when forming larger sets. This dissertation contributes to literature on screening strategies by explicating perceived uncertainty as a critical factor that leads to consumers preferring one screening strategy versus the other. Furthermore, it adds to our understanding of an important consequence of using screening strategies--decision accuracy.

This dissertation consists of two essays that study the relevant boundary conditions to the relationship between the customer satisfaction and loyalty. Retaining current customers is critical to a firm's performance and has been well-established in the literature. Extant literature tells us that loyal customers are typically less price sensitive, spend more than non-loyal customers, less expensive to retain, and more importantly, provide new referrals through positive word of mouth. In the first essay, drawing from decision justifiability theory, I posit that consideration set size and price-consciousness moderate the relationship between satisfaction and loyalty. At higher levels of consideration set sizes, the positive relationship between satisfaction and loyalty is likely to be weakened. However, this two-way interaction effect is seen to impact high and low price-conscious consumers differently. Specifically, I show that satisfied, low price-conscious consumers with higher consideration set sizes will be more loyal vis-a-vis high price-conscious consumers with similar satisfaction levels and set sizes. These theoretical hypotheses are tested in four separate studies. Specifically, I use secondary data and three experimental studies. All my hypotheses including the mediating role of decision justifiability are supported. The second essay investigates the role of satisfaction on loyalty intentions for firms that offer both the product and the product-related augmented services. In the industry that I studied for this question, buying a product requires an extraordinarily high capital outlay; however, the profitability of the firm is dependent on the services offered to the customers. The services market is a very competitive market as well in this industry. So, how should a firm manage this portfolio that includes both products and services? I draw and extend the consumption system model proposed by Mittal, Kumar and Tsiros (Journal of Marketing, 1999). Specifically, I propose a curvilinear relationship for both product and services satisfaction on loyalty intentions and posit synergistic interactions between them. I test this model using longitudinal data spanning five years across multiple countries that were obtained from a multinational company. Analyses reveal support for the proposed hypotheses.

"Good resolutions are useless attempts to interfere with scientific laws. Their origin is pure vanity. Their result is absolutely nil". Oscar Wilde, The picture of Dorian Gray Different types of intentions are some of the most often used variables in marketing and consumer research. The reason is that intentions are believed to predict future behavior. Yet, as the above quote from Oscar Wilde implies, resolutions and intentions are not always translated into action. Intentions and intentionality have been at the centre of discussion for well over a thousand years in philosophy and theology. For solicitors, judges and criminals it is potentially a life and death issue, and within the fields of linguistics and psychology intentions has been given considerable interest. However, in marketing and consumer research, intentions are frequently used but very rarely reflected upon. The thesis comprises six scientific articles based on empirical studies. The articles revolve around a wide definition of intention and show that not all intentions are created equal. They contain empirical evidence and theory on such phenomenon as why so called good intentions are less predictive of subsequent behavior compared to other types of intentions, why resolve and intentions deteriorate over time, and why what a consumer wants to do, plans to do and expects herself to do can be very different things. Wanting, planning and expecting are central components in intention formation and the results in this thesis suggests that researchers and practitioners have much to gain by paying attention to what type of intention they use in their research. Niclas Öhman is a researcher at the Center for Consumer Marketing and at the Center for Retailing at the Stockholm School of Economics / <p>  Diss. Stockholm : Handelshögskolan, 2010. Sammanfattning jämte 6 uppsatser. Spikblad saknas</p>

Consideration set formation has been suggested as an important decision-making stage prior to choice. The current research focuses on consideration sets in the memory-based choice context and addresses the gaps in the existing literature by investigating the effects of mindset abstraction on memory retrieval and the number of considered choice alternatives retrieved from memory. I propose that individuals in a concrete (vs. abstract) mindset think more contextual and specific details (vs. fewer essences) about a certain decision situation; therefore concrete and fine-grained mental representations, compared to abstract and rough representations, will activate more associated cues in memory and lead to larger memory-based consideration sets. Through a word association task, studies 1a and 1b show that concrete mindsets leads to more proliferative associations and a greater number of conceptual cues than abstract mindsets. In the domain of product consideration (i.e., snack and dinner), studies 2a and 2b directly demonstrate that individuals in concrete mindsets form a larger memory-based consideration set than ones in abstract mindsets. I further propose the Hypothesis of Top-down versus Bottom-up Approach of Memory Retrieval to explain the mechanism that underlies the mindset abstraction effect on size of memory-based consideration sets. Studies 3 and 4, using an episodic memory paradigm, support this hypothesis and reveal that the type of retrieval cues (superordinate vs. subordinate cues) used by individuals in an abstract versus a concrete mindset determines the likelihood that a brand is considered, and that the richer associations located at the subordinate level contribute to a greater number of choice alternatives that people consider in a concrete mindset. The theoretical contributions, practical implications, and future research directions of this research are finally discussed.

Despite considerable research that has focused on the attributes associated with evaluating and selecting advertising agencies, and an emerging body of literature emphasizing customer loyalty and retention, advertising agency-client investigations have often analysed these attributes in isolation. This created the need for models that represent the interrelated effects that engender retention and loyalty, especially for services, whereby evaluative as well as relational factors can influence buyer responses. Addressing this gap, this research developed and described the construct of buyer consideration sets to gain a better understanding of business relationships. This is with specific reference to advertising agency replacement considerations in the South African environment. This research contributes to the body of knowledge by providing a more complete, integrated view of customer retention and its determinants. A heuristic model was developed with consideration of theories that originate from the transactional cost theory, social exchange theory and economic and relational contract theories. This model was empirically tested using a mixed method approach. Data obtained from 116 respondents were subjected to factor and correlation analysis to explore the dimensionality of the retention construct. An important contribution of this study is the use of multi-item scales to measure and test retention. This research supports that retention is multidimensional and highlights the limitations of research that measure single factors related to retention. What started as a complex set of relationships has been defensibly and systematically simplified into a parsimonious model. This model postulates that retention is the result of a good working relationship between an advertiser and agency; service satisfaction; respect and support; clear terms of engagement; and conflict resolution. This work also offers insight into the nuances of each of these antecedents and offer new reliable scales for measurement of the items. In management practice, this model will provide advertisers with insights with regards to procurement decisions and supplier management. It can also provide valuable insight to agencies with regard to customer retention management. Findings of this study may also be extended to other high value professional service industries. / Business Management and Entrepreneurship / D. Com. (Business Management)

Despite considerable research that has focused on the attributes associated with evaluating and selecting advertising agencies, and an emerging body of literature emphasizing customer loyalty and retention, advertising agency-client investigations have often analysed these attributes in isolation. This created the need for models that represent the interrelated effects that engender retention and loyalty, especially for services, whereby evaluative as well as relational factors can influence buyer responses. Addressing this gap, this research developed and described the construct of buyer consideration sets to gain a better understanding of business relationships. This is with specific reference to advertising agency replacement considerations in the South African environment. This research contributes to the body of knowledge by providing a more complete, integrated view of customer retention and its determinants. A heuristic model was developed with consideration of theories that originate from the transactional cost theory, social exchange theory and economic and relational contract theories. This model was empirically tested using a mixed method approach. Data obtained from 116 respondents were subjected to factor and correlation analysis to explore the dimensionality of the retention construct. An important contribution of this study is the use of multi-item scales to measure and test retention. This research supports that retention is multidimensional and highlights the limitations of research that measure single factors related to retention. What started as a complex set of relationships has been defensibly and systematically simplified into a parsimonious model. This model postulates that retention is the result of a good working relationship between an advertiser and agency; service satisfaction; respect and support; clear terms of engagement; and conflict resolution. This work also offers insight into the nuances of each of these antecedents and offer new reliable scales for measurement of the items. In management practice, this model will provide advertisers with insights with regards to procurement decisions and supplier management. It can also provide valuable insight to agencies with regard to customer retention management. Findings of this study may also be extended to other high value professional service industries. / Business Management and Entrepreneurship / D. Com. (Business Management)