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    evoked set method of evaluating purchase alternatives

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    1) What are the three components of the evoked set method of evaluating purchase alternatives? Describe each.
    2) Identify and describe six methods that can be used to develop a communications budget. Choose a business you know and suggest a method that business should use to develop its communications budget, and explain why you proposed that method.

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    1) What are the three components of the evoked set method of evaluating purchase alternatives? Describe each.

    The use of evoked set method to evaluate purchase alternatives entails consumers utilizing a particular set of products in which the consumer has brand awareness wherein the consumer intends to potentially purchase these products based on the characteristics of the products and the characteristics of the consumer. Therefore, the objective is reduce the information load by using this formation, which can effectively reduce the cognitive complexity of the brand choice process.

    The first component used entails the number of brands a consumer is aware of, which can limit a consumer's choices as too much information can't effectively be processed simultaneously in a person's short-term memory. Therefore, the number of products a consumer considers as well as the number of choice criteria used would be ...

    Solution Summary

    Evoked set method of evaluating purchase alternatives are examined.

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