Toward a deeper understanding of the choice process in child consumers through the concept of the evoked set

Abstract

This article examines the important concept of the evoked set, applied for the first time to children. The main results confirm its existence in their decision process and highlight its specificities in terms of size and content. The data analysis underlines that the size of the evoked set depends on three main factors: brand sensitivity, the level of involvement, and whether the product is used in private or in public. As for its content, the study suggests that brands are more likely to be present in the evoked set if they are perceived as typical of their product category. These results open up important lines of inquiry as to how children appropriate brands both at a functional and symbolic level in their everyday life.