This chapter is heavy on sets of factors that influence personal decision making. The term that I would like to emphasize on is evoked set. According to the text, evoked set is the set of products that you already know about, the options that are stored in your memory. This is important because when it comes to consumers because it’s about the post experience. The special aspect about it for marketers is that they need to pay attention when a company is bringing a new product, it could either be a win or lose, no in between.
The movie that reflected these aspects was Captain Phillips. There was one scene in which right when he was about to get taken, knowing the sources he had, he was able to influence his kidnappers to use the sources he knew would benefit him. Having those options stored in his memory was his greatest advantage which was what ended up saving and most importantly, the reason why this is also important when it comes to marketing.
Consumer Behavior 