What factors affect the inclusion of brands in the consideration set? Explain one of them. Be extensive.

The factors are as follows:

• Brand familiarity; Brands are more easily recalled during internal search than unfamiliar brands because the memory links associated with these brands tend to be stronger.

• Goals and usage situations; Consumers have goal-derived and usage specific categories in memory, such as drinks to bring to the beach, and the activation of these categories will determine which brands they recall during internal search.

• Brand preference; Brands toward which the consumer has positive attitudes tend to be recalled moreeasily and tend to be included in the consideration set more often than brands thatevoke negative attitudes.

• Retrieval cues; By strongly associating the brand with a retrieval cue, marketers can increase the chance that the brand will be included in the consumer’s consideration set.

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