Individual Goal Hierarchies as Antecedents of Market Structures

1. Front Matter

   Pages iii-xiv

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2. Introduction: Goal and structure of this dissertation

   1. Introduction: Goal and structure of this dissertation

      • Marcel Paulssen

      Pages 1-3

3. Theoretical Part

   1. The Consideration Set

      • Marcel Paulssen

      Pages 5-58

   2. Categorization Processes

      • Marcel Paulssen

      Pages 59-101

   3. Goal Constructs

      • Marcel Paulssen

      Pages 103-132

   4. Market Structuring with the Self-regulatory Model of Consideration Set Formation

      • Marcel Paulssen

      Pages 133-147

4. Empirical Part

   1. Methodological Introduction

      • Marcel Paulssen

      Pages 149-164

   2. Modeling Different Goal Levels

      • Marcel Paulssen

      Pages 165-180

   3. Consideration Set Formation as a Goal-derived Categorization Process

      • Marcel Paulssen

      Pages 181-199

   4. Modeling Market Structures with Consideration Sets

      • Marcel Paulssen

      Pages 201-229

   5. Summary and Conclusion

      • Marcel Paulssen

      Pages 231-238

5. Back Matter

   Pages 239-266

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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.

• Business
• Change
• Marketing
• Marktforschung
• Mode
• Modellierung
• Service
• Supervision

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.

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