Evoked sets
Evoked sets refer to the group of brands or products that come to a consumer’s mind when they think about a certain product category. These brands or products are typically ones that the consumer is familiar with and has had some interaction with in the past.
For example, when someone thinks about smartphones, they might immediately think of brands like Apple, Samsung, and Google. These are the brands that are part of their evoked set for smartphones because they are well-known and widely used in the market.
Evoked sets play a crucial role in consumer decision-making processes as they influence which brands a consumer will consider when making a purchase. Marketers often strive to make sure their brands are part of consumers’ evoked sets through effective advertising and branding strategies.
It’s important for companies to understand and monitor their position within consumers’ evoked sets to stay competitive in the market and attract new customers.
Examples of evoked sets:
- Fast food: McDonald’s, Burger King, KFC
- Luxury cars: Mercedes-Benz, BMW, Audi
- Streaming services: Netflix, Amazon Prime, Disney+
For more information on evoked sets, you can visit Wikipedia.