Evaluation of alternatives is the stage where consumers compare various products and features and reduce the list of options to a manageable number. They select certain features that
are important and use them to judge alternatives. Advertising is important in this evaluation
process because it helps sort out products on the basis of tangible and intangible features.
Even with low-involvement products, there may be what we call an evoked set of brands
that are all considered permissible. What are your favorite candy bars? The brands you name
makes up your evoked set.