An evoked set is a list of brands and products which a consumer has pre-selected before making a purchase, either based on research or personal experience. Consumers have very short evoked sets because of the aspect of familiarity, dependent also on product type and culture. Once an impression of a brand is ruined for the consumer, it is difficult to change it for them or their inner circle with whom they may share their opinions. A marketer may be able to place a rejected brand in the consumer’s evoked set through the use of an innovative positioning strategy within a category as well as the creation of an exemplary product that gains positive reviews and may tip the scales in favor in comparison to any negative past impressions.
Why is it difficult to place a product in a consumer’s evoked set after the person has already rejected that product? What strategies might a marketer use to accomplish this goal?
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Academic.Tips. (2022) 'Why is it difficult to place a product in a consumer’s evoked set after the person has already rejected that product? What strategies might a marketer use to accomplish this goal'. 20 November.
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Academic.Tips. (2022, November 20). Why is it difficult to place a product in a consumer’s evoked set after the person has already rejected that product? What strategies might a marketer use to accomplish this goal? https://academic.tips/question/why-is-it-difficult-to-place-a-product-in-a-consumers-evoked-set-after-the-person-has-already-rejected-that-product-what-strategies-might-a-marketer-use-to-accomplish-this-goal/
References
Academic.Tips. 2022. "Why is it difficult to place a product in a consumer’s evoked set after the person has already rejected that product? What strategies might a marketer use to accomplish this goal?" November 20, 2022. https://academic.tips/question/why-is-it-difficult-to-place-a-product-in-a-consumers-evoked-set-after-the-person-has-already-rejected-that-product-what-strategies-might-a-marketer-use-to-accomplish-this-goal/.
1. Academic.Tips. "Why is it difficult to place a product in a consumer’s evoked set after the person has already rejected that product? What strategies might a marketer use to accomplish this goal?" November 20, 2022. https://academic.tips/question/why-is-it-difficult-to-place-a-product-in-a-consumers-evoked-set-after-the-person-has-already-rejected-that-product-what-strategies-might-a-marketer-use-to-accomplish-this-goal/.
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Academic.Tips. "Why is it difficult to place a product in a consumer’s evoked set after the person has already rejected that product? What strategies might a marketer use to accomplish this goal?" November 20, 2022. https://academic.tips/question/why-is-it-difficult-to-place-a-product-in-a-consumers-evoked-set-after-the-person-has-already-rejected-that-product-what-strategies-might-a-marketer-use-to-accomplish-this-goal/.
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"Why is it difficult to place a product in a consumer’s evoked set after the person has already rejected that product? What strategies might a marketer use to accomplish this goal?" Academic.Tips, 20 Nov. 2022, academic.tips/question/why-is-it-difficult-to-place-a-product-in-a-consumers-evoked-set-after-the-person-has-already-rejected-that-product-what-strategies-might-a-marketer-use-to-accomplish-this-goal/.