Darlyn Tagarino | Ernesto Apodaca
Discipline: Economics, Business
An article entitled "Consumer Behavior: An "Alternative Conceptualization," by Chern L. Narayana and Rom J. Markin, Professors of Marketing, College of Economics andBusiness, Washington State University, appeared in the October 1975 issue of the Journal of Marketing. The article expands theconcept described by the term "evoked set" byincluding and classifying all the brands thatmay be in the consumers' awareness set. The original version of the article -- Chern L. Narayana's "Evoked Set, Inert Set, and Inept Set: An Alternative Conceptualization ofConsumer Behavior and Product Performance"-- was presented at the joint session ofORSA/TIMS in San Juan, Puerto Rico in October 1974.
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