A customer’s evoked set

An evoked set comprises the alternative brands or stores that the consumer states he or she would consider when making a purchase decision. This is the formal definition of an evoked set that I got from the textbook. But all it is is basically whether or not a consumer thinks about your product(assuming that you are the producer of a product) when choosing what to buy. This is the “goal” for marketers, because once you get into a consumer’s mind it becomes easy to sell your product. The evoked set also has important connections to psychographic segmentation and brand image. A blog that I found (Ishita Parekh’s blog) had an interesting post about brand image.

To visit the blog click here:

https://blogs.ubc.ca/pishita/

And to make your life a little easier I have also posted the video from the blog below:

This is a great example of why brand image is so important. And it goes to show just how important psychographic segmentation is. If someone had an iPhone they immediately have a greater sense of pride-this is similar to having a starbucks coffee or a really cool laptop etc. But my question is: even though your product is in someone’s evoked set, if your product fails to deliver over time(I am thinking about the issues with the iPhone 4’s antenna in this case) , is it possible that the consumer will remove your product from their evoked sets??

After much thought and discussion a few friends, I realized that the answer to the above question is: NO! This is because the evoked set has positive and negative sections. If your product fails to deliver over time, it would simply move over to the negative section of a consumer’s evoked set. This shows that getting into a consumer’s evoked set is not always the goal; on the contrary the goal is to get into the CORRECT section of the evoked set.

What are your thoughts?? opinions??

Good luck on finals!!! 😀

Love

XOXO Pranita <3

OOPs! Made a mistake: I am confusing this with the retrieval set, which is the evoked set PLUS the UNacceptable brands that they can recall but will not consider. Thus if the company messes up enough times they will move OUT of the evoked set  and will still stay in the retrieval set but will be an unacceptable brand.