The evokes set is often included in brand awareness surveys, branding surveys, and image surveys, which report which brands come to mind when consumers think of a product type.
For example: What brands of muesli can you think of?
The list of brands mentioned here can be considered part of the consumer's evoked set and provides insight into the brands that have a chance of making it onto the consumer's list of preferred brands.
Because it is important to have this awareness in the consumer purchasing process, this provides insight into a brand's position and consumers' willingness to buy.
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