To establish an evoked set,consumers must
A) have brand loyalty.
B) establish evaluative criteria.
C) recognize personal influences.
D) avoid post-purchase evaluation.
E) experience cognitive dissonance.

Question

Quizplus · Accepted Answer

In order to establish an evoked set, consumers must establish evaluative criteria, which are the standards that consumers use to judge the suitability of a product. The evaluative criteria are used to narrow down the set of possible options to a more manageable number. Once the possible options have been narrowed down, the consumer is left with an evoked set, which is the set of brands or products that come to mind when a particular product category is mentioned. Brand loyalty, personal influences, and post-purchase evaluation are all factors that can influence the consumer's final decision, but they are not necessary for establishing an evoked set. Cognitive dissonance is the discomfort or mental stress that a consumer experiences after making a purchase, and is not relevant to the establishment of an evoked set.

To Establish an Evoked Set,consumers Must