Abstract
Empirical data is used to follow the maturation and change an evoked set exhibits as the decision-maker proceeds to a final choice. Results indicate that after an evoked set has been established, a subject is more likely to include newly found brands in his evoked set versus previously rejected brands even though additional positive information had been received for the previously rejected brands.
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Sutton, R.J. Using empirical data to investigate the likelihood of brands being admitted or readmitted into an established evoked set. JAMS 15, 82–89 (1987). https://doi.org/10.1007/BF02722174
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DOI: https://doi.org/10.1007/BF02722174