Defines an “evoked set” as those brands which become alternatives to those goods chosen by a buyer in a buying situation. Examines why the buyer chooses only to evaluate a limited number of possible choice alternatives, and investigates the number of alternatives which enter into the buyer's considerations. Tries to locate factors influencing the number of alternatives evaluated. Suggests that the size of the “evoked set” is largely determined by the buyer's experience of the buying situation and insight.
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