When Jacob first thought of buying a new vehicle, he could name at least eight SUV models. His friend Emily could think of only four. Jacob spent several weeks researching SUVs and rejected five of the models. His evoked set is now smaller than Emily's. Why?
A) The evoked set contains only the products that can be remembered at any given time.
B) The evoked set is gender specific in that women remember products better than men.
C) A product is not likely to be in the evoked set once it has been considered and then rejected.
D) Functional risk creates a cognitive dissonance that makes certain products difficult to consciously remember.

Question

Quizplus · Accepted Answer

The evoked set refers to the group of brands or products a consumer can recall when making a purchase decision. Once Jacob rejected five of the models he initially considered, they were no longer part of his evoked set, making it smaller than Emily's.

When Jacob First Thought of Buying a New Vehicle, He