The _____ refers to the specific brands a consumer considers in making a purchase within a particular product category.
A) inert set
B) inept set
C) evoked set
D) evaluation set

Question

Quizplus · Accepted Answer

The evoked set refers to the specific brands that come to a consumer’s mind when considering a purchase within a particular product category. It includes the brands that the consumer is familiar with and has some level of consideration for. The inert set includes brands that a consumer is aware of but does not have a strong opinion on, while the inept set includes brands that a consumer actively dislikes and would not consider purchasing. The evaluation set refers to the brands a consumer considers and evaluates during the decision-making process.

The _____ Refers to the Specific Brands a Consumer Considers