Much of the effort that goes into a purchase decision occurs at the stage when consumers must choose from among the available alternatives. Consumers solving a complex problem may carefully weight several brands, while those making a routine decision may not consider alternatives to their regular brand (Solomon et al., 2002).
150 The alternatives consumers actively consider are part of their “evoked set.” When few consumers have an evoked set that includes a particular brand, marketers of that brand should be concerned. More importantly, it is unlikely that a product consumers
previously considered and rejected will be added to their evoked set.