You want to buy some dry breakfast cereal and you are in the mood for unsweetened flakes. you can think of three brands that you consider acceptable from among all the brands of which you are aware: post toasties, kellogg's corn flakes, and wheaties. collectively, what is this group of cereal brands called?
llm
Answered on
This group of cereal brands that you consider acceptable and are aware of is called your "evoked set". The evoked set is a term used in marketing to describe a subset of brands that a consumer is familiar with and would consider purchasing within a particular category.