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Evoked Set
The range of brands of some product group that is looked upon as the true alternatives by the consumer.
Implications
The set of brands or products that a consumer considers when making a purchase decision, typically influenced by brand awareness, past experience, and marketing efforts, important in understanding consumer choice behavior.
Example
Example: When shopping for a new smartphone, a consumer's evoked set includes Apple, Samsung, and Google, as these brands are top-of-mind and meet their criteria for quality and features.
Related Terms
Different from the consideration set, which includes all options the consumer might think about, the evoked set is a narrower group of brands that are actually considered for purchase.
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