Consumer’s Evoked Set

On a daily level, consumers typically struggle to decide which services and items to purchase (Wirtz, & Mattila, 2003). These choices require a lot of work from the consumers and are quite important. Other choices are based purely on emotion. Decision-making is perceived differently depending on the habits that people develop over time (Wirtz, & Mattila, 2003). Consumers should thoroughly research and evaluate the material before making any judgements because they may be dangerous (Wirtz, & Mattila, 2003).

Why it is difficult to place a product in a consumer’s evoked

Brand proliferation typically occurs for consumer items in the marketplace. It is true that not all brands on the market receive the same reception from consumers. Many brands are excluded in the initial stage of the decision-making process to facilitate decision-making, and the final choice is made from a smaller pool of remaining brands (Wirtz, & Mattila, 2003). The evoked set refers to the remaining subset of brands that consumers still believe they purchase.

The perception of the brand is one of the factors that makes it challenging to include a product in consumers’ evoked sets. Consumers may have an incorrect impression of the brand. When choosing a brand to purchase, the consumer may not take into account the brand that turned out to be incorrect (Wirtz, & Mattila, 2003). The psychological makeup of consumers is shaped by perception (Wirtz, & Mattila, 2003). Therefore, if the products were thought to be of poor quality by the consumer, it would be very difficult to persuade the consumer to buy such brands (Wirtz, & Mattila, 2003).

categorisation of brands. Many customers categorise brands according to their intended uses. For consumption and building, among other things, certain brands are necessary (Wirtz, & Mattila, 2003). Because of this, even though it fits within their evoked set, if customers were going to purchase a brand for consumption at night, they would not do so at lunch (Wirtz, & Mattila, 2003). This is so because different times call for different products. As a result, customers will only choose products based on how they classify their demands.

Non-compensatory decision-making guidelines. When one of the brand’s assessment criteria is countered by an evaluation performance criterion, the decision rule is regarded to be non-compensatory. Disjunctive rule is one of the rules (Koo, 2006). When the consumer discovers minimal acceptable norms that each brand must adhere to, this rule is used (Wirtz, & Mattila, 2003). Any brand will be accepted if it satisfies the minimal standards of all applied criteria. The choice rule will help in choosing the brands that are superior to others based on the criteria used. Conjunctive rule is the second rule (Wirtz, & Mattila, 2003). As a result, each brand’s attribute must be accepted at lower levels by the consumer.


J. Wirtz, A. S. Mattila (2003). consumer expertise’s influence on set size and service fidelity. 649–665 in Journal of Services Marketing, 17(7).

Koo, D. M. (2006). the main factors influencing e-consumers’ loyalty to an online retailer. Research and Applications in Electronic Commerce, 5(2), 117–130.


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