Abougomaah, Naeim H.; Schlacter, John L.; Gaidis, William - In: Journal of Consumer Marketing 4 (1987) 4, pp. 67-72
The idea of an evoked set is a central unit of analysis in understanding consumer decision making. Previous work in marketing has not examined how consumers make evoked set decisions in an unreactive manner. This article conceptualizes consumers' evoked set formation as a categorization process...