Evoked Sets
Evoked sets, also known as consideration sets, refer to the group of products that a consumer is familiar with and can recall from memory when making a purchase decision. It is composed of brands that a consumer has heard of and is considering when making a purchase decision. Evoked sets are an important concept in consumer behavior and marketing. By understanding what consumers are familiar with and considering when they make a decision, marketers are better able to tailor their marketing strategies to reach the right consumers.
How Evoked Sets are Formed
Evoked sets are formed from a variety of sources, including:
- Word of mouth
- Advertising
- Personal experience
- Product reviews
These sources of information help to shape a consumer’s understanding of a product and its brand, and the evoked set they form when making a purchase decision.
Examples of Evoked Sets
When a consumer needs a new laptop, they might consider several brands such as Apple, Dell, HP, and Lenovo. These brands might not be the only ones available, but they are the ones that the consumer is aware of and is considering when making their purchase decision. This is an example of an evoked set. Another example is when a consumer is looking for a new phone. They might consider phones from Samsung, Apple, Google, and LG. These are the brands that the consumer is familiar with and is considering when making their purchase decision.
Conclusion
Evoked sets are an important concept in consumer behavior and marketing. By understanding what products a consumer is familiar with and considering when making a purchase decision, marketers can tailor their marketing strategies to reach the right consumers. Further reading: