Evoked set size—Personality correlates and mediating variables

  • V. Kanti Prasad


A study is reported which presents some positive results in investigating the usefulness of a cognitive variable— ‘need for cognitive clarity,’ in explaining variations in evoked set magnitude among consumers when the mediating effects of consumer perceptions of performance risk and specific self-confidence were taken into account.


Product Category Product Class American Market Association Brand Awareness Clarity Score 


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Copyright information

© The Academy of Marketing Science 1975

Authors and Affiliations

  • V. Kanti Prasad
    • 1
  1. 1.University of Wisconsin-MilwaukeeMilwaukeeUSA

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