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Evoked set

Marketing & Web  Evaluative Criteria  Exact Match

Evoked Set: The brands that spontaneously come to mind during a series of open-ended awareness and usage questions. The notion of a "consideration set" is very similar in meaning to evoked set.


- brands that a buyer is aware of, and thinks well of, when considering a purchase ; also called the Consideration Set.

Evoked set: the shortlist of potential products that the consumer has to choose from within the purchasing decision-making process.

- The various brands identified by a consumer as purchase options and that are actively considered during the alternative evaluation process.

evoked set A set of alternatives that are activated directly from memory--certain brands considered during the buying process.

See also: See also: Strategy, Consumer, Promotion, Customer, Demand

Marketing & Web  Evaluative Criteria  Exact Match

 
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