Maximizing Marketing Efforts: Understanding the Evoked Set in Consumer Purchase Decisions.

Evoked Set

Group of brands, resulting form an information search, from which a buyer can choose

The evoked set is a term that refers to a group of brands or products that a consumer considers when making a purchase decision for a specific need or want. It is a subset of a consumer’s overall consideration set, which includes all the possible brands or products that a consumer could choose from.

The evoked set is made up of brands or products that are already familiar to the consumer and that the consumer has either had experience with in the past or that they have been exposed to through advertising and other marketing efforts. These brands or products are usually the first ones that come to mind when the consumer thinks about fulfilling a particular need or want.

For example, if a consumer is planning to buy a new smartphone, their evoked set might include brands like Apple, Samsung, or Google. These brands are likely to be familiar to the consumer and may have been recommended by friends, family, or colleagues. Other lesser-known brands that the consumer has not heard of or has no experience with would not be part of their evoked set.

Marketers can use knowledge about the evoked set to their advantage by targeting their marketing efforts towards creating awareness and familiarity with their brand or product. If a brand is able to establish a place in the consumer’s evoked set, they become more likely to be considered during the purchase decision-making process, which can lead to increased sales and revenue.

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