Abstract
This study investigated the relationship between the size of the evoked set and (1) selected aspects of the information environment potentially available, and (2) the strategy used by individuals to acquire information, The results both support and extend existing research on the evoked set and provide additional insights into the strategies used by consumers to simplify the brand selection process.
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Horton, R.L. (2015). A Study of the Effects of Information on the Size of the Evoked Set. In: Rogers III, J., Lamb, Jr., C. (eds) Proceedings of the 1983 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16937-8_16
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DOI: https://doi.org/10.1007/978-3-319-16937-8_16
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