When Pascal thinks of ice cream he thinks of brands, texture, taste, flavour choice, softness, creaminess, availability, price. He is grouping them according to attributes which are meaningful to him, the product group is called an evoked set.

Question

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An evoked set refers to the group of brands or products a consumer considers when making a purchase decision, based on attributes that are meaningful to them.

When Pascal Thinks of Ice Cream He Thinks of Brands