The brands or products one will actually evaluate when attempting to come to a decision make up…

➤ How does the evoked set differ from the awareness set and the universal set?
The universal set includes every possible brand or product for a category. The awareness set contains brands the consumer knows about. The evoked set is smaller; it contains only the options the consumer actually evaluates. In contrast, the inept set has unacceptable choices, and the inert set contains neutral options that receive no active consideration.