Explores the set of service firms actually considered by consumers for a purchase (the evoked set), the ratio of the evoked set to the total number of service providers, the number of evaluative criteria used to evaluate services, and the perceptions of risk associated with the purchase of...

This research project suggests that the decision‐making process in organizational buying may not be as much of a group process as is presently suggested by the literature. The job of organizational buyers is profiled and the decisions that are important to a seller — the buyer's choice of...

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...