考虑集是指消费者在购买决策中积极考虑和评估的少数品牌,只有考虑集中品牌的商品才有可能最终被消费者购买。在西方的消费者行为研究中,考虑集是一个重要概念。本文对西方学者的有关研究成果进行了回顾和梳理,着重介绍考虑集的内涵、规模和影响因素,考虑集的形成机理与过程,以及对考虑集产生影响的主要营销变量。 Consider the set refers to a small number of brands actively considered and evaluated by consumers in their purchasing decisions. Only the products with the concentrated brand may eventually be purchased by consumers. In the study of consumer behavior in the West, consider the set is an important concept. This paper reviews and summarizes the related research findings of western scholars, emphasizing the consideration of the connotation, scale and influencing factors of the set, the formation mechanism and process of the set, and the main marketing variables that affect the considered set.