Which of the following statements is true of an evoked set?
A) A brand's simply being recalled guarantees that it will be in a consumer's consideration set.
B) Brands toward which the consumer has negative attitudes tend to be included in the consideration set more often than brands that evoke positive attitudes.
C) Consumers' ability to recall brand information decreases as the size of the set decreases.
D) Consumers' consideration sets remain the same in terms of their size, stability, variety, and preference dispersion.
E) Brands that are closest to the prototype are more likely to be included in the consideration set than brands that are not typical of the category.

Question

Quizplus · Accepted Answer

Evoked set refers to a set of brands that a consumer considers while making a purchase decision. The prototype refers to the ideal brand that fits the category. Typically, brands that are closest to the prototype are more likely to be included in the consideration set than brands that are not typical of the category. Therefore, option E is the correct statement about the evoked set. Option A is incorrect because simply being recalled does not guarantee that the brand will be in the consideration set. Option B is incorrect because brands with negative attitudes are less likely to be in the consideration set. Option C and D are incorrect because the size and stability of the consideration set may vary for consumers and situations.

Which of the Following Statements Is True of an Evoked