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.
- brands that a buyer is aware of, and thinks well of, when considering a purchase ; also called the Consideration Set.
Evoked set: the shortlist of potential products that the consumer has to choose from within the purchasing decision-making process.
- The various brands identified by a consumer as purchase options and that are actively considered during the alternative evaluation process.
evoked set A set of alternatives that are activated directly from memory--certain brands considered during the buying process.
See also: Marketing, Store, Service, Research, Account