Evoked sets
Evoked sets are a concept in marketing and consumer behavior that refers to a group of brands or products that come to a consumer’s mind when they think about a particular product category. These brands are typically the ones that the consumer is most familiar with or has had previous experiences with.
For example, if someone is asked to think of a brand of soda, they might immediately think of Coca-Cola, Pepsi, or Sprite. These are all brands that are likely to be in that person’s evoked set for soda.
It’s important for marketers to understand evoked sets because they can influence a consumer’s purchasing decisions. If a brand is not in a consumer’s evoked set for a particular product category, they are less likely to consider that brand when making a purchase.
Marketers can work to increase their brand’s presence in a consumer’s evoked set through advertising, promotions, and other marketing strategies. By staying top-of-mind with consumers, brands can increase their chances of being chosen when a consumer is making a purchase decision.
Some strategies that marketers can use to increase their brand’s presence in a consumer’s evoked set include: Creating memorable advertising campaigns Offering promotions and discounts Engaging with consumers on social media
By understanding evoked sets and working to increase their brand’s presence in them, marketers can increase brand awareness and ultimately drive sales.
For more information on evoked sets, you can visit Wikipedia.