EvokedSet

Consumers' minds organize and categorize alternatives to aid his or her decision. Universal, retrieval, and evoked sets are the three categories that consumer decisions get placed in. However, the evoked set is the place where firms strive to reside. This set comprises the alternative brands or stores that the consumer states he or she would consider when making a purchase.

. Elmer's Glue is one of many glue manufactures that have reached many consumers’ evoked set.