Once a month, Morgan buys a case of wine. She will either buy the Charles Shaw brand, the Livingston brand, or the Sutter Home brand because she knows that these three brands are inexpensive and tasty. She considers only these three options when selecting her wine. For Morgan, the three brands of wine are a(n):

Question

Quizplus · Accepted Answer

An evoked set refers to the brands or products that a consumer considers when making a purchasing decision based on their past experiences, preferences, or available information. As Morgan considers only the Charles Shaw, Livingston, or Sutter Home brands when selecting her wine, these three brands represent her evoked set.

Once a Month, Morgan Buys a Case of Wine