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ELIMINATION AND CHOICE PHASES IN EVOKED SET FORMATION
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0
References
1987
Year
Behavioral Decision MakingEvoked SetConsumer StudyNeural RecodingConsumer ResearchConsumer AttitudeSocial SciencesManagementConsumer BehaviorCognitive ElectrophysiologyDecision TheoryUser PerceptionCognitive ScienceConsumer Decision MakingBrand AwarenessConsumer AppealMarketingBrain CircuitryBrain-computer InterfaceBehavioral EconomicsNeurophysiologyComputational NeuroscienceEvoked Set DecisionsInteractive MarketingNeurosciencePersuasion
The idea of an evoked set is a central unit of analysis in understanding consumer decision making. Previous work in marketing has not examined how consumers make evoked set decisions in an unreactive manner. This article conceptualizes consumers' evoked set formation as a categorization process in which evoked and inept set memberships may rest on different brand situational variables. This notion is tested empirically with good results, and suggestions are offered for managers and academic researchers.