Brands that are activated directly from memory upon problem recognition make up the:
A) evoked set.
B) activation set.
C) memory set.
D) consideration set.
E) alternative set.

Question

Quizplus · Accepted Answer

The evoked set is a group of brands that are activated directly from memory upon problem recognition. This means that when a consumer identifies a need or problem, the brands in the evoked set are the first ones that come to mind. The other options (B, C, D, and E) do not accurately describe this concept. The activation set is not a commonly used term in marketing, and the memory set and consideration set refer to larger groups of brands that a consumer may consider or remember, not just the ones that come to mind immediately upon problem recognition. The alternative set is a group of brands that a consumer considers as potential solutions to the problem, but does not necessarily come to mind immediately.

Brands That Are Activated Directly from Memory Upon Problem Recognition