After discussion with the data prov

After discussion with the data provider, we selected the following three measures from the available attitudinal metrics: advertising awareness,3 inclusion in the consideration set and brand liking. This selection aimed at covering the three main stages of the purchase funnel. The first two measures refer to the cognitive status of a brand in the consumer’s mind, while brand liking obviously refers to the affect status. Two other available measures were not included due to lack of variation (aided brand awareness exhibited ceiling effects) or collinearity (“intention to purchase” correlated highly with consideration set, and the data provider considered the latter to be managerially more useful).