Meaning & use
evoked set
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Meaning
nouncountablebusiness
The small group of brands or products a shopper remembers and seriously considers when about to buy something.
Grammar: A countable noun, usually with 'the' or a possessive: a customer's evoked set.
Patterns
- in someone's evoked set
- the evoked set of something
When she thought of buying running shoes, only three brands came into her evoked set.
Advertisers want their product to be part of the shopper's evoked set.
A brand outside the evoked set is rarely chosen.
Word forms
| plural | evoked sets |
|---|
Common combinations
- consumer's evoked set
- A consumer's evoked set rarely holds more than five brands.
- enter the evoked set
- A memorable slogan helps a brand enter the evoked set.
- be in the evoked set
- Our goal is to be in the evoked set for family cars.
- small evoked set
- Buyers of coffee usually keep a small evoked set.
- evoked set of brands
- She has an evoked set of brands she trusts.
Synonyms and how they differ
- consideration set
- Consideration set is a close modern synonym that stresses the options actually weighed, while evoked set stresses that they come to mind.
- shortlist
- A shortlist is any narrowed group of options, whereas evoked set specifically describes the brands a buyer recalls.
- awareness set
- The awareness set is all brands a buyer knows of, so it is larger than the evoked set.
Opposites
Word family
Commonly confused: evoked set or awareness set?
evoked set vs awareness set
The awareness set is every brand a buyer has heard of, while the evoked set is only those they bring to mind when shopping.
Practice
A shopper knows twenty cereal brands but only four come to mind when buying. Those four are her ____.
Choose one answer.
The evoked set is the small group of brands recalled when deciding to buy. The awareness set would be all twenty brands she knows.
Make it your own
Write a sentence using “evoked set”, then check it and compare it with the examples above.