alternatives which consumers actively consider before making their final purchase decision; also ref ... more ...
Evoked Set - brands that a buyer is aware of, and thinks well of, when considering a purchase ; also called the Consideration Set.
Exchange - the transfer of an object, idea, service, etc. from one person or organization to another in return for something desired.
Evoked Set: The brands that spontaneously come to mind during a series of open-ended awareness and usage questions. The notion of a "consideration set" is very similar in meaning to evoked set.
See also: What is the meaning of Interview, Advertising, Analysis, Variable, Consumer?