What is an Evoked Set? An Overlooked Asset of Branding Strategy
2021年3月31日 · An evoked set is a highly individualized perception of brands, based on an individual's exposure, beliefs, personality, experience, et al. While there can certainly be statistical similarities across demographics, each and every individual in a target market will likely have a unique evoked set. How can evoked sets change over time?
Evoked Set - (Principles of Marketing) - Vocab, Definition
Definition. The evoked set refers to the group of brands or products that a consumer actively considers when making a purchasing decision. It represents the subset of all available options that a consumer has in mind as potential choices during the decision-making process.
Evoked Set in Marketing | Definition & Examples - Lesson
2023年11月21日 · An evoked set is a subset of the total set and the awareness sets. The total set is all brands that produce this item or service, including very small brands,...
The most cited definition of evoked sets, in a buyer behavior context, is provided by Howard and Sheth (1969). They define evoked sets as a small number of brands that become acceptable alternatives in a buyer's purchase decision. Narayana and Markin (1975) made a major contribution to evoked set study when they developed a model of the evoked
Evoked Set Formation: A Longitudinal Perspective
2014年1月1日 · This paper presents a longitudinal rather than discrete model of this process and suggests that the evoked set decision-making process occurs in six stages: availability, awareness, evaluation, choice, implementation, and post-purchase evaluation.
What Is Evoked Set? - Ablison
2024年10月23日 · Evoked set refers to the group of brands or products that come to mind when a consumer thinks about a particular category. It's a crucial concept in marketing as it can help businesses understand how consumers make decisions and how to …
Evoked Sets: A Dynamic Process Model - Taylor & Francis Online
2015年12月21日 · This paper extends the Narayana and Markin (1975) model of evoked sets with antecedent and post-choice processes associated with evoked set formation. Two concepts are central to the extended process model: that consumers undertake a two-step decision making process, in contrast to the traditional view - which supports a one-step decision ...
Using evoked sets conjoint to model consumer choices
Evoked sets build on this idea by first finding out what products make up a specific respondent’s consideration set and then building a custom conjoint task. For respondents, it’s like walking into a store with a subset of products customized just for them.
Evoked set: Myth or reality? - ScienceDirect
1996年5月1日 · As the concept of evoked set developed, it became a substitute for imagination and flexible marketing thinking. But in today's competitive world, it—and other tried- and-true marketing concepts—no longer work for most products.
The Consideration Set - SpringerLink
The construct “evoked set” was introduced into the marketing literature when HOWARD & SHETH (1969, p. 98) incorporated it into their theory of buyer behavior. They defined the evoked set as “... the brands that the buyer considers as acceptable for his next purchase”.
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