ELIMINATION AND CHOICE PHASES IN EVOKED SET FORMATION

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.