Evoked Set

Posted in Marketing and Strategy Terms, Total Reads: 1594

Definition: Evoked Set

Evoked set is a set of brands that comes to a consumer’s mind when he thinks of purchasing a product.

For example if you are to buy toothpaste what immediately comes to your mind? Say it is Colgate and Pepsodent. Then the evoked set consists of these two brands.

Marketers want to be in their target customer’s evoked set. The reason is customers are more likely to buy products in their evoked set. Customers are not only aware of the product but also have a product recall.

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