A Multivariate Analysis Of Evoked Sets As A Marketing Universal

This research explores evoked sets in two cultures. The purpose is to determine if evoked sets are used in both to the extent that they could be considered a marketing universal. Previous studies have examined marketing universals in terms of price and product quality signals. Our findings support the status of evoked sets as a marketing universal. We found, via multivariate analysis, that evoked set sizes are statistically equal for matched samples when using two operational definitions of an evoked set.