Food for Thought: The 1-Minute Evoked Set Competition

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Presentation transcript:

Food for Thought: The 1-Minute Evoked Set Competition Melissa Moore, Professor of Marketing, Mississippi State University Robert Moore, Professor of Marketing, Mississippi State University

Attribute Sets Consideration set (Evoked set): A group of brands within a particular product category that the buyer views as alternatives for possible purchase Universal Set Retrieval Set Evoked/Consideration Set

Attribute Sets In one minute, list all the FAST FOOD restaurants you can! Universal Set Retrieval Set Evoked/Consideration Set

Dr. Moore (as a grad student) McDonalds Panera (1.5) (.6) (5) .3 5 Quality Visual Appeal Price (low) 10 8 2 (3) (1.6) (1) .2 3 .5 10 7.1 5.6 1st Rate each attributes importance (must add up to 1) 2nd Rate each table on a scale from 1-10 (e.g., 1=low quality, 10=high quality)

Dr. Moore (working professional) McDonalds Panera (2) (1.5) (1) .4 5 Quality Visual Appeal Price (low) 10 8 2 (4) (.2) .5 3 .1 10 4.5 8.2 1st Rate each attributes importance (must add up to 1) 2nd Rate each table on a scale from 1-10 (e.g., 1=low quality, 10=high quality)