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Differentiate between an evoked set and a consideration set. Provide examples to illustrate the two terms.
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Consumer Behavior: Buying, Having, and Being
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The evoked set consists of all those product alternatives a consumer knows about, while the consideration set consist of all those products actively considered by the consumer during his or her choice process. Both sets can be composed of products already in memory (the retrieval set) as well as those prominently displayed in the retail environment.
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