Evoked Set

Definition

The evoked set refers to the group of brands or products that a consumer actively considers when making a purchasing decision. It represents the subset of all available options that a consumer has in mind as potential choices during the decision-making process.

5 Must Know Facts For Your Next Test

1. The evoked set is a crucial component of the consumer purchasing decision process, as it directly influences the final choice made by the consumer.
2. The size of the evoked set can vary widely, depending on factors such as the consumer's knowledge, experience, and the level of involvement in the purchase decision.
3. Marketers often aim to ensure that their brand or product is included in the consumer's evoked set through effective advertising, promotion, and brand positioning strategies.
4. The evoked set is dynamic and can change over time as consumers acquire new information, experience, or preferences related to the available options.
5. Understanding the composition and factors that shape a consumer's evoked set can provide valuable insights for marketers to develop targeted marketing strategies and improve their chances of being selected by the consumer.

Review Questions

• Explain how the evoked set differs from the awareness set and consideration set in the context of the consumer purchasing decision process.
  • The evoked set is a subset of the awareness set, which includes all the brands or products a consumer is familiar with. The consideration set is an even smaller subset of the evoked set, consisting of the brands or products that the consumer actively evaluates and compares before making a purchase decision. The evoked set represents the specific options that the consumer has in mind and is actively considering during the purchasing process, while the awareness set is the broader pool of options the consumer is aware of, and the consideration set is the set of options the consumer is seriously evaluating.
• Analyze the factors that can influence the size and composition of a consumer's evoked set.
  • The size and composition of a consumer's evoked set can be influenced by various factors, such as the consumer's level of product knowledge and experience, the perceived relevance and differentiation of the available options, the effectiveness of marketing and advertising efforts, the consumer's personal preferences and decision-making heuristics, and the level of involvement in the purchase decision. Marketers often aim to ensure their brand or product is included in the consumer's evoked set by employing strategies to increase brand awareness, enhance perceived value, and differentiate their offering from competitors.
• Evaluate the importance of the evoked set in the overall consumer purchasing decision process and discuss how marketers can strategically position their products to be included in the evoked set.
  • The evoked set is a critical component of the consumer purchasing decision process, as it directly determines the options that the consumer will actively consider and evaluate before making a final purchase. Marketers must strive to ensure their brand or product is included in the consumer's evoked set, as this increases the likelihood of being selected. Strategies to achieve this may include investing in effective advertising and promotion to build brand awareness, differentiating the product through unique features or benefits, and leveraging consumer insights to understand the factors that shape the evoked set within a particular market or target segment. By strategically positioning their offerings to be part of the evoked set, marketers can enhance their chances of being the consumer's final choice.

Related terms

Consideration Set: The consideration set is the group of brands or products that a consumer actively evaluates and compares before making a purchase decision.

Awareness Set: The awareness set encompasses all the brands or products that a consumer is familiar with or has knowledge of, even if they are not actively considering them for purchase.

Inert Set: The inert set refers to the brands or products that a consumer is aware of but has no interest in purchasing, typically due to a lack of relevance or perceived value.