Evoked, Inert and Inept Sets of Consumers Products Evaluation Process

We live in a time where, If the consumer is looking to buy something, like a new smartphone, for example, they would be able to find video reviews as well as articles from several different independent resources with a full description of the product. In these reviews, it will be pointed out, to the customer, both good and bad aspects of the product. This way the consumer will be aware of them before they make the purchase.

With growing worldwide usage of internet, constant improvement of mobile technologies and internet speed, the online presence of product information from multiple resources has become of immense importance. More people are spending time in research for their desired product and its alternatives. Today, only one source of information is not enough for a customer to be persuaded to purchase a product.

Consumers are not only searching the internet for a cheaper deal. First, they are comparing similar types of products and brands. When they have made their mind, they continue their search for the best price on the chosen brand.

If your product information is available only on your web site, it will most likely not make the cut. The consumers are searching for different than the company reviews of the product. The company is not a trustworthy resource in the customers’ eyes. An independent blogger, who reviews all kinds of brands and products, would be the one that people will trust. It is the company’s job to make sure such independent influencers will review their product in their blogs, video channels or podcasts. This does not mean that the company can do without a detailed review on their own web page. Not everything should be left to the judges.

Evaluation of alternatives

Evoked Set

The evaluation of alternatives leads to what is called “The evoked set”. The set of products which would be considered as desirable. The evoked set is consisted of products, that during the research, made a positive impression on the consumer.

Say a user of either iOS, Android or Windows, goes to upgrade their devices. Most often they would choose a phone with the same operating system. They are used to it and they know what to expect from it. For example, an Android user would have in their evoked set, Android phones, such as Samsung, LG and Sony.

Inert Set

There would also be those brands and products, that are not quite in the evoked set, but still might be considered. For this to happen, something about the product needs to grab the consumers’ attention.

Let us say, while a customer, due for an upgrade, walks in the mobile store, to get their new smartphone and in their evoked set they have Huawei and Samsung. Just before they make the purchase they see in the store that the new Xperia is on promotion with a set of Sony Bluetooth headphones worth over a hundred euros. However, they have absolutely no opinion on Sony smartphones. Neither negative nor positive and they have not had any previous experience with the brand. In this case, this means that Sony Mobile is currently in the inert set. So the customer asks the person at the counter a few questions about the Xperia. The employee speaks with high praise about that particular model and convinces them that this is the best deal right now.

“The inert set” is the set of brands that a consumer has no opinion about, neither good nor bad. Products in the inert set can be easily moved to the evoked set if the customer is persuaded into the product’s direction.

Inept Set

The last set of products are in “The inept set”. These are the products which the consumer considers as a definite outsider. A product that will not be considered as one they would buy. Products in the inept set are usually ones that the consumer would have had a previous bad experience with. If not, they might have seen some bad reviews. For this kind of products, companies would need to work really hard, for their brands to be put back in the evoked set.

Let’s say the consumer in our example had a really bad experience, with a smartphone, some time ago. A previous model of a certain smartphone brand. They might see the product on a great promotion. An employee in the store might speak highly about. All this will not be enough for the customer to consider the product as one they would buy.

Comments (3)

Nice article with current examples, I enjoyed reading.
There seems to be a small typing mistake; “Products in the evoked set are usually ones that the consumer would have had a previous bad experience with” I guess, word “evoked” in this sentence must be replaced with “inept” regarding the concept of the paragraph.
All the best,

Hi Özcan,
I am really glad you enjoyed the blog and hope you have found it useful. Thank you for letting me know on the mistake, it is now corrected.

Thanks great content

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