keuzeset

Keuzeset, often translated as "choice set" in English, is a concept in decision theory, consumer behavior, and marketing that refers to the set of alternatives from which a decision-maker may select in a given task. The keuzeset encompasses all options that are realistically considered before a choice is made and may be finite or effectively bounded by time, attention, or information.

Relation to other concepts: The choiceset is distinct from the consideration set—the smaller subset of options the decision maker actually evaluates in detail. The evoked set is a further subset that is likely to be recalled or proposed as a potential choice under current circumstances.

Formation and dynamics: The composition of a keuzeset depends on information search, exposure to options (for example through advertising or search interfaces), prior preferences, and cognitive constraints. It can change across contexts, tasks, or over time as new information becomes available or as options are added or removed.

Modeling and analysis: In economic and psychological models, choices are often assumed to be drawn from a preferences ordering over the elements of the choiceset, with the decision rule (for example, utility maximization, satisficing, or heuristic rules) determining which option is selected. In market research, researchers manipulate the choiceset in conjoint analysis or randomized experiments to infer the relative value of attributes.

Practical considerations: The size and presentation of the displayed choices can influence selection, a phenomenon related to choice overload or choice architecture. Designers and researchers manage choicesets to elicit informative responses or to influence outcomes in desired directions.