Another external information source for the ninja would be marketing-controlled sources, such as radio, television ads, brochures, etc. The amount of time dedicated to this step usually depends on the consumer's past experience with buying the product, the risk involved and the level of interest. The new ninja hideout would be of high interest and have a large risk due to the fact the ninja wants to be well protected. Once the ninja has created a set of alternative ninja hideouts to choose from, he has created an evoked set. This set consists of the ninja's most preferred alternatives. Once the evoked set has been decided upon, the ninja will then conduct final research to further shrink his choices.