What defines the "evoked set" in consumer decision-making?

The concept of the "evoked set" in consumer decision-making refers to the collection of brands that a consumer actively considers when making a purchase decision. These are the brands that come to mind when the individual thinks about a specific category of products. This set includes brands that the consumer is aware of and deems as acceptable or unacceptable based on their preferences, experiences, and needs.

This understanding is crucial because it highlights that the evoked set is not randomly selected; rather, it is influenced by factors such as personal experiences, brand reputation, prior purchases, and marketing communications. Thus, option C accurately captures the essence of the evoked set as it specifically points to the consideration of known brands that fit within the consumer's predefined criteria for acceptable products.

In contrast, other options do not align with the definition of the evoked set. For instance, the option referring to products that consumers purchased in the past only indicates previous choices and does not necessarily involve current decision-making considerations. The mention of brands that are unfamiliar falls outside the concept since unknown brands cannot be part of an evoked set as they lack recognition. Lastly, while advertising can influence perceptions, favoring brands solely due to advertising does not encompass all the reasons why a brand might make it into