Evoked Set Formation: A Longitudinal Perspective

Abstract

Consumption decisions are made from relatively small groups of products or services known as evoked sets. The formation and usage of evoked sets, however, is currently not well understood by many managers and researchers. This paper presents a longitudinal rather than discrete model of this process and suggests that the evoked set decision-making process occurs in six stages: availability, awareness, evaluation, choice, implementation, and post-purchase evaluation. The authors also explore several research implications of viewing this process as dynamic rather than as a series of independent decisions.