Abstract
An article entitled "Consumer Behavior: An "Alternative Conceptualization," by Chern L. Narayana and Rom J. Markin, Professors of Marketing, College of Economics and Business, Washington State University, appeared in the October 1975 issue of the Journal of Marketing. The article expands the concept described by the term "evoked set" by including and classifying all the brands that may 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 of Consumer Behavior and Product Performance"-- was presented at the joint session of ORSA/TIMS in San Juan, Puerto Rico in October 1974.
Recommended Citation
Tagarino, Darlyn and Apodaca, Ernesto
(1989)
"Conceptual Validation of a Consumer Behavior Study,"
DLSU Business & Economics Review: Vol. 2:
No.
2, Article 9.
DOI: https://doi.org/10.59588/2243-786X.1483
Available at:
https://animorepository.dlsu.edu.ph/ber/vol2/iss2/9
