The set of brands a consumer knows about but has neither positive nor negative feelings for is the:
A) inept set
B) inert set
C) cognitive set
D) evoked set

Question

Quizplus · Accepted Answer

The inert set refers to the set of brands that a consumer is aware of but has no particular positive or negative feelings towards. The inept set refers to the set of brands that a consumer is aware of but has negative feelings about. The cognitive set refers to the set of brands that a consumer is aware of and considers when making a purchasing decision. The evoked set refers to the subset of brands within the cognitive set that a consumer actively considers during a purchasing decision. Therefore, the correct answer is B.

The Set of Brands a Consumer Knows About but Has