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Gadjah Mada International Journal of BusinessGadjah Mada International Journal of Business

While it is considered a new paradigm in consumer research, the multi-stage model of consumer decision-making remains unclear as to whether brands are easily retrieved. Likewise, the process of consideration, after particular brands are successfully retrieved, is still in question. This study investigates the effects of saliency and similarity on the ease of retrieval. Additionally, referring to studies of context effects, the influence of attraction, compromise, and assimilation are examined to observe their contribution to consideration. A within-subject design is employed. Preliminary studies determined dominant brands, new entrants, attributes, and criteria used in the experimental study. The results support the hypotheses.

This study highlights the sequential nature of consumer choice, emphasizing that brand retrieval precedes consideration.The findings confirm that salient and easily recalled brands are more likely to be considered, and ultimately chosen.Furthermore, the effects of attraction, compromise, and assimilation significantly influence the consideration set.This research supports existing literature on multi-stage models while providing insights into the interplay of saliency, similarity, and contextual factors in consumer decision-making.

Future research should explore the use of more than two attributes in the choice process to provide a more comprehensive understanding of consumer decision-making. Expanding the investigation to different product categories and consumer demographics could reveal the generalizability of these findings. Furthermore, investigating the role of cognitive resources and individual differences in the retrieval and consideration stages would offer valuable insights. Another potential avenue for research is to explore how marketing stimuli, such as advertising and packaging, can be strategically designed to enhance brand saliency and influence consumer choices within the multi-stage decision-making process. Finally, studies could delve deeper into the interplay between emotional factors and the sequential stages of choice, examining how affective responses influence both retrieval and consideration sets. Understanding these intricacies can help refine marketing strategies to effectively shape consumer preferences and behaviors over time.

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