Evoked Set in Marketing: Definition & Explanation

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  • 0:00 What Is an Evoked Set?
  • 0:27 Example
  • 2:18 Marketing Application
  • 2:57 Lesson Summary
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Lesson Transcript
Instructor: Beth Loy

Dr. Loy has a Ph.D. in Resource Economics; master's degrees in economics, human resources, and safety; and has taught masters and doctorate level courses in statistics, research methods, economics, and management.

Marketers want their brand to be part of an evoked set. This is the group of brands most likely to be purchased. It's narrowed down from a total set to an awareness set and then an evoked set. Learn more in this lesson about an evoked set.

What Is an Evoked Set?

If you have ever shopped for a car by looking at a bunch of options and then narrowing your final choice down to the best two or three choices to make your final decision, you have worked with an evoked set. An evoked set is the set of product choices that you believe are viable options for you to purchase based upon your needs and desires relating to the product.


Let's put the idea of an evoked set into its proper context, which should make the concept a bit easier to understand. When you are looking to make a purchase of a particular product, such as a new microwave, all the possible product choices can be grouped together and called the total set. In our example, this includes all of the microwaves currently available in the market for purchase.

Of course, you probably have not researched or even have knowledge of all the product options in the total set. In reality, you will make your purchase decision from that group of products of which you are aware. This group of products, not too surprisingly, is called the awareness set.

Every consumer has a reason to make a purchase, whether it's to fulfill a need or just to make them feel good. In your case, you need a new microwave for the kitchen of the new house you just purchased. The other appliances you have purchased are stainless steel. You are interested in a microwave-convection oven combination. You also want a microwave with a minimum 1100 watts of power. You would also like the microwave to have a good set of programmed options, such as for popcorn, defrosting, and heating up beverages. Your maximum budget is about $750.

You run a search on your favorite online shopping site and pull up a total of 257 hits! This is your awareness set, and it is way too big. You thankfully see filter options along the left-hand side of your computer screen, so you start to apply filters using your criteria. You select stainless steel as the finish, the convection heating option, and select minimum power at 1100 watts. You also select your minimum budget at $700 and your maximum budget at $750. You apply the filters, and the search spits out five options. These five options are your evoked set - the only products that you are actually going to consider buying.

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