What does the term "evoked set" refer to?

The term "evoked set" specifically refers to the group of brands or products that a consumer considers when making a purchasing decision. This set comprises the options that a consumer immediately thinks of when a specific product category is mentioned. It reflects the products that come to the forefront of a consumer's mind, which are often influenced by previous experiences, advertising, brand recognition, and personal preferences.

By focusing on the options that a person is actively considering, the concept of the evoked set highlights the importance of brand awareness and perception in the decision-making process. This is particularly critical for marketers, who aim to ensure that their brand is included in a consumer's evoked set to increase the likelihood of purchase.

In contrast, average consumer preference, top-selling products, and market share leaders do not specifically define the brands that a consumer actively considers. These terms relate to broader market performance and consumer behavior metrics rather than the immediate cognitive associations and considerations involved in the purchasing process.