If a researcher were to ask consumers to quickly name the top 3 brands of computers they might consider purchasing, the most common brands in the __________ would most likely be Dell, Apple, and HP.
A) brand set
B) purchase set
C) evoked set
D) target group
E) shopping list

Question

Quizplus · Accepted Answer

The evoked set refers to the group of brands that a consumer can recall from memory when considering a purchase decision in a particular product category. Dell, Apple, and HP are well-known computer brands likely to be top-of-mind for many consumers.

If a Researcher Were to Ask Consumers to Quickly Name