Question

A consumer searching for information will create a list of brands or products that he or she will evaluate as options for the solution of a particular problem. This list is referred to as:___________.

Answer 1

Answer:

The correct answer is Evoked set.

Explanation:

The set evoked is the set of brands among which a consumer makes their purchases within a category. The consumer has a brand in the Top of Mind and the others he knows but currently does not buy (share of mind) and this group of brands are part of his evoked set.

Its importance is that the consumer tends to prefer the brands that he already knows to the new brands, and being part of this set of brands is important because the known brands acquire Relevance and with the right motivation can end up in a purchase.