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EvokedSetFormationandComposition:anEmpiricalInvestigationUnderaRoutinizedResponseBehaviorSituationbyJacquesE.BrisouxandMichel

EvokedSetFormationandComposition:anEmpiricalInvestigation
UnderaRoutinizedResponseBehaviorSituation

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JacquesE.Brisoux,UniversityofQuebecatThreeRivers
MichelLaroche,ConcordiaUniversity
ABSTRACTThepurposeofthisstudyistotestsomehypothesesregardingevokedsetformationunderroutinizedresponsebehaviorfor
regularbeerdrinkersunderaspecificscenario.Byusingadecompositionapproachoftheperceptualproductspace,andindividual
configurations,itisfoundthatthebestdecisionmodelistheconjunctiveone,andthatallbrandsincludedintheevokedsetarepreviously
tried.

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JacquesE.BrisouxandMichelLaroche(1981),"EvokedSetFormationandComposition:anEmpiricalInvestigationUndera
RoutinizedResponseBehaviorSituation",inNAAdvancesinConsumerResearchVolume08,eds.KentB.Monroe,AnnAbor,MI:
AssociationforConsumerResearch,Pages:357361.
[directurl]:

http://acrwebsite.org/volumes/9894/volumes/v08/NA08(http://acrwebsite.org/volumes/9894/volumes/v08/NA08)
AdvancesinConsumerResearchVolume8,1981Pages357361
EVOKEDSETFORMATIONANDCOMPOSITION:ANEMPIRICALINVESTIGATIONUNDERAROUTINIZEDRESPONSEBEHAVIOR
SITUATION
JacquesE.Brisoux,UniversityofQuebecatThreeRivers
MichelLaroche,ConcordiaUniversity
ABSTRACT
Thepurposeofthisstudyistotestsomehypothesesregardingevokedsetformationunderroutinizedresponsebehaviorforregularbeer
drinkersunderaspecificscenario.Byusingadecompositionapproachoftheperceptualproductspace,andindividualconfigurations,itis
foundthatthebestdecisionmodelistheconjunctiveone,andthatallbrandsincludedintheevokedsetarepreviouslytried.
INTRODUCTION
EvokedSet
Theproliferationofbrandsoccurringintheconsumergoodsmarketscreateinformationprocessingproblemsfortheconsumers.Theymust
oftendevisemeanstosimplifytheirpurchasedecisions.OneoftheresultsofthissimplificationprocessistheexistenceofwhatHoward
hasreferredtoas"evokedset,"whichincludethebrandsthebuyerconsiderswhenhecontemplatespurchasingaunitoftheproductclass
(Howard1963,HowardandSheth1969).FirstempiricallystudiedbyCampbell(1969),theconceptofevokedsethascausedagrowing
interestfromresearchersinconsumerbehavior(Ostlund1973,JarvisandWilcox1973,Grnhaug19731974,MayandHomans1976,
WilliamsandEtzel1976,Maddoxetal.1977,BelonaxandMittelstaedt1977,ParkinsonandReilly1979).
InertandIneptSets
NarayanaandMarkin(1975)havesuggestedamorecompleteconceptualizationoftheoutputoftheconsumer'ssimplificationprocess:
Theindividualmaynotbeawareofallthebrandsavailable(totalset)attimeofpurchase.Thisleadstotheconceptsofawarenesssetand
unawarenessset.Withintheformeranybrandiscategorizedaseitherevoked,ineptorinert.AccordingtoNarayanaandMarkin,abrand
wouldbelongtotheevokedsetifitwereconsideredforpurchasebytheconsumerandevaluatedpositively.Itwouldbeintheineptsetifit
wererejectedfromtheconsumer'spurchaseconsiderationandevaluatednegatively.Finally,itwouldbeintheinertsetifitwereneither
acceptednorrejectedbytheconsumerandevaluatedneitherpositivelynornegatively(p.2).Themeasurementofthefirsttwosetsisdone
throughdirectquestioningonlyonthebuyingconsiderationdimension,whiletheinertsetisinferredbydeductionofthefirsttwofromthe
awarenessset(p.3).Astheynotedlater,theevaluationsattachedtothedifferentsetsareapreconditiontotheconsumerchoicebehavior
(NarayanaandMarkin1976).
EvokedSetFormationandComposition
InhisreviewofthepapersbyBelonax(1979),May(1979),andParkinsonandReilly(1979),Myers(1979)raisesanumberofconceptual
andmethodologicalissuesconcerningthetemporalaspectsofevokedsecformationandcomposition.Hesuggeststwoalternative
conceptualizationsoftheseprocesses:
a."Evokedsetsareformedovertimebyconsideringeachnewentryintotheawarenesssetwheneveritcomesalong.It
wouldseemthataconjunctiveoradisjunctiveprocessingmodelwouldbemuchmoreappropriateforthistypeof
evaluation."(p.236).
b.Evokedsetsareformedbyconsideringallbrandsintheawarenesssetatthesamepointintime,andinthiscasethe
mostappropriatedecisionrulesarethelinearcompensatoryandlexicographicmodels.Ifanewbrandentersthe
awarenessset,thewholeprocessisrepeated.TheresultsofParkinsonandReallyarecongruentwiththesecond
conceptualization,althoughtheauthorscallforcautionininterpretingtheirresultsduetoanumberofmethodological
factors:Lowsamplesizes,studentrespondents,haloeffects,andmeasurementproblems(1979p.229).
Myers(1979)describesaphasingmodelbywhichconsumersmayestablishtheirevokedsetbyusingonecutoffmodel(i.e.,conjunctiveor
disjunctive),followedbyanevaluationforeachbrandwithinthissetforpurposesofchoicebyusingacompensatorymodel.This
conceptioniscongruentwiththefindingsbyBest(1976),andPrasandSummers(1975),thepropositionsofBelonaxandMittelstaedt

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(1977)andBelonax(1979),aswellastheparadigmdevelopedbyMay(1979).Thisparadigmcombinestheinformationprocessing
approachproposedbyMcGuire(1976)withthelearningtheoreticalapproachdevelopedbyHoward(1977).Inparticular,Maysuggests
thatHoward'sthreestagesofconceptlearning,i.e.,conceptformation,attainmentandutilization,correspondtothethreelevelsof
informationprocessingcomplexityrelatedtotheexposuresearchandretrievalsteps.Thehighestlevelofinformationprocessing
complexityisrequiredforthefirstlearningstage(conceptformation).Thethirdlearningstage(conceptutilization)requirestheleast
complexity.
Also,accordingtoHoward(1977),attheconceptformationstage,consumersidentifytheirevokedsetintermsofuntriedbrandsonly.At
theconceptattainmentstagetheyidentifyitintermsofmixedbrands(i.e.,untriedandtriedones).Attheconceptutilizationstage
(RoutinizedResponseBehavior),theyidentifyitintermsoftriedbrandsonly.
ThepurposeofthisresearchistotestwhatMyerscalledaphasingmodel,especiallyitsfirststage(i.e.,acutoffmodelismoreappropriate),
andtotestsomepartofMay'sconceptualizationofcombiningbothlearningandinformationprocessinghypotheses,includingHoward's
propositionoftheevokedsetcomposedoftriedbrandsonlyinanRRBsituation.
METHODOLOGY
Inordertocarryoutthisresearchandprovidesomecontroloverpossiblesourcesofvariation,anumberofstrategicdecisionsweremade.
PurchaseScenarioandIdealUniverse
Theproductclasswhichvasselectedwasbeertobepurchasedforregularandindividualconsumptionbymalebeerdrinkersinthe
eveningbeforedinnerwithinonemajormetropolitanareaofQuebec(Canada),namelytheThreeRiversarea.Thescenariowasselected
becauseitistypicalofbeerconsumptioninthatarea.Thisdecisionisbelievedtobecriticalsincethechoiceofadecisionrulemaybe
affectedbysituationalfactors(Hansen1976),andpriorfamiliarity(Park1976).Theareaselectedisrelativelyhomogeneousintermsof
sociodemographiccharacteristics,andtheidealuniverseisdefinedasmaledrinkersresidingwithintheregionatthetimeofthestudyand
consumingatleastthree12oz.bottlesofbeeraweek.Thisoperationalizationofaregulardrinkercorrespondstotheindustry'sdefinition.
Finally,beerisaproductatthematuritystageformostregulardrinkers,andthepurchasedecisionmaybeclassifiedasRoutinized
ResponseBehavior(Howard1977).
SamplingMethodandSample
Theoperationaluniverseisrestrictedtothemaleregularbeerdrinkers,Frenchspeaking,18yearsoldormoreresidingintheThree
Rivers,ShawiniganMetropolitanarea.ThisareaincludesthecitiesofThreeRivers,CapdelaMadeleine,ShawiniganandGrandMOre
intheProvinceofQuebecandislocated90mileseastofMontreal.Itstotalpopulationisabout150,000people.Inaccordancewiththe
rulesofareasampling,residentialstreetswererandomlyselectedfromeachcity.Oneachstreetresidenceswerethensystematically
selected.Ineachhousingunitoneregularmalebeerdrinkerwaspersonallyinterviewed.Inthecaseofseveralregulardrinkerswithina
unit,onlyonewasinterviewedbyrandomlyselectingbyage.Atotalof732malesubjectswerecontacted.Ofthesesubjects453qualified
asregularbeerdrinkersand373questionnaireswereusableforthepurposeofamuchlargerstudythantheonereportedhereand
dealingwiththecontentandsizeofevokedset(Brisoux1980).
DataCollection
Thedatacollectionwasdonethroughpersonalstructuredinterviewsattheinterviewee'sresidence.Eachinterviewerhadanindividualtwo
hourstrainingperiodandhisworkwascheckedregularlybyasupervisor.Interviewswereconductedmainlyduringtheevening,and
lastedabout80minutes.
Questionnaire
Thepartsoftheinterviewofconcernhereconsistedofgettingessentiallythreekindsofinformation:
(1)Brandperceptionsonselectedscales:Theselectionofspecificscaleswasmadefromtheresultsofafactoranalysisof
thebrandperceptionscollectedpreviouslyinalargescale(private)surveywhichused37scales.Thedecisiontolimitto11
thenumberofscaleswasduetothefactthatrespondentshadtorate13brandsofbeeravailableplusanidealbrand.
Respondentswereaskedtorateallbrandstheywereawareofoneattributeatatimeona9pointbipolarscalelikethe
followingone:
FIGURE(/volumes/v08/08358o99.gif)
Theotherlabelsusedwere
Sweet/Bitter
No/Muchaftertaste
Easy/Difficulttodigest
Doesnotcreate/Createssomediscomfort(headache,stomachache,etc.)
Hasless/morecaloriesthantheaveragebeer
Very/Littlepronouncedtaste
Very/Littletarttaste
Becomingless/morepopular
Would/Wouldnotserveittomyfriends

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Less/Moresaltytastethantheaveragebeer

Finallythewordingofeachscalewasbasedonthemostcommonsemanticstructureofregularbeerdrinkers(Allaire1972).
(2)Brandclassifications:Duringtheinterview,eachrespondentwasgivenasetofthirteencards,inrandomorder,each
withadifferentauthenticbeerlabel(aidedrecallprocedure).Therespondentwasthenaskedtoindicatethebrandsof
whichhewasaware,endtheotherswerediscarded.Next,usingtheremainingcards,hewasaskedthroughasequenceof
questionstoclassifyeachbrandintooneofthreecategories(NarayanaandMarkin1975):
(a)Theevokedsetconsistingofthebrandwhichhewouldconsiderbuyingforhispersonalconsumptionin
theeveningbeforedinner,plusotheracceptablebrandstobeboughtforthesamepurpose
(b) The inept set consisting of the brands the contamer would refuse to buy for the same consumption
situation
(c)Theinertsetconsistingoftheremainingbrands,i.e..thosewhichhewouldnotconsidernorreject.
(3)Priorexperience:Therespondentwasgivenalistofbrandsandaskedtoindicatewhichoneshehadtriedbefore,
ANALYSIS
Thepurposeoftheanalysiswastodevelopaperceptualspaceforeachsegmentwithinoursampleanddecomposethisspaceaccording
tosomecompensatoryandnoncompensatorydecisionmodels.Theanalysisproceededinsteps:
Step1:Byusingthedataonbrandperceptions,determineifthereareanysegmentsofhomogeneousperceptions.
Step2:Foreachsegment,deriveaproductspacebyusingJohnson'sprocedure(1971).Inthisprocedureaproductspaceisbuiltby
meansofmultiplediscriminantanalysis.Thistechniquepermitstofindlinearorthogonalcombinationsofattributeswhichbestseparatethe
brands,maximizingtheratioofbetweenbrandtowithinbrandvariances.Averagescoresoneachdiscriminantfunctionpermitstoposition
eachbrandinthediscriminantspace.
Step3:Foreachindividualconfiguration,i.e.,followingamicroapproach,decomposetheproductspaceaposterioriaccordingtosix
decisionmodelsthreenoncompensatorymodels:Conjunctive,disjunctive,lexicographicandthreecompensatorymodels:Onelinear
additiveandtwogeometricones(canteredontheidealpointorthepreferredbrand).Figure1graphicallyrepresentshoweachmodel
works:Theshadedareawouldbetheevokedsetzoneifeachmodelweretrue.Foreachcase,theevokedsetzoneisdefinedasthe
smallestareacontainingallevokedbrands.Adecisionruleisconsideredsuccessfulifthatzonedoesnotcontainanybrandotherthanthe
evokedones.Ifnot,findouttowhichcategorythese"offenders"belong.
Step4:Determinethecompositionoftheindividualevokedsetsintermsofpriortrialofthebrands.
FINDINGSANDINTERPRETATIONS
Thefindingswillfollowthefourstepsdefinedintheprevioussection.
Step1:Identifysegmentswithhomogeneousperceptions.Inordertoidentifyclustersofrespondentsonbrandpercaptions,twodifferent
clusteringtechniqueswereused,thatistheHowardHarrisclusteranalysis,andtheBMDP2Mhierarchicalclusteranalysis.TheHoward
Harrisprogramusesthecriterionofminimumwithingroupvarianceateachlevelofclusteringtoformgroupsofobjectsusinganobjects
byvariablematrix(Howard&Harris1966).TheBMDP2Mprocedureisalsoahierarchicalmethod.Thetwocaseshavingtheshortest
distancebetweenthemareamalgamatedandtreatedasonecaseandthen,inturn,clusteredwithothers.Theprocedurecontinuesuntil
allcasesandclustersareamalgamatedintoonecluster.
FIGURE1(/volumes/v08/08359f01.gif)
(/volumes/v08/08359f01.gif)

EVOKEDSETZONESASDEFINEDBYTHELOGICOFEACHDECISIONRULE(ASSUMINGTWODISCRIMINANTFUNCTIONS)
(/volumes/v08/08359f01.gif)

Bothtechniquesledtoasinglecluster:Thewholegroupof375respondents,and,thus,therestoftheanalysisisdoneonthetotalgroup.
Step2:Generateaperceptualproductspace.Thedataonbrandperceptionisthenusedforamultiplediscriminantanalysisofscalefor
375respondents,followingthemethoddevelopedbyJohnson(1971).Thismethodisparticularlysuitedtoourneedsintermsofstability,
uniquenessofthesolutionandEuclideandistances(Johnson1971).Itwasfoundthatthreediscriminantfunctionsaresignificativeand
explainrespectively77.8%,17.5%and2.3%ofthetotalvariance,foracumulativepercentageof97.6%oftotalvariance.Thefirstfunction
maybeinterpretedasthesocialdimensionofbeerdrinking(before),thesecondasthestrengthofbeer(during),andthethirdasanother
tastedimension(after)concerningphysiologicaleffects(aftertaste,easytodigest).
Step3:Determinethebestdecisionruleforevokedsetformation.Inordertofindoutthebestdecisionforeachindividual,wederived
individualscoresonthethreesignificativediscriminantfunctions.Foreachrespondent,andeachdecisionrule,wedeterminedwhetheror
notaparticulardecisionruleleadstoazonecontainingonlyevokedbrands.Forexample,inthegeometriccompensatoryrulecanteredon
theidealpoint(Best1976),theevokedsetzoneisdefinedasthespherecenteredontheidealpointandtheradiusofwhichistheevoked
brandfarthestaway.Wethenlookedtoseeifoneormorebrand(s)otherthananevokedoneiscontainedwithinthezone(sphere).Forthe
cutoffmodels,thecutoffpointisinferredbytakingtheevokedbrandwiththelowestscoreonthatdimension.Theevokedsetzoneisthen
thearearepresentedindarkinFigure1,andanexaminationofthatzonerevealswhetherornotitcontainsbrandsotherthanevoked
ones.
ThepercentageofcasesforwhicheachruleissuccessfulispresentedinTable1aswellastheclassificationofthebrandsbelongingto
eachsecviolatingthatrule.Itisclearthatthebestruleistheconjunctivemodelforwhichnootherbrandwasfoundwithinthecentroid
definedbythethreecutoffpointsfor72.0%ofallrespondents.Mostviolationsoftheruleoccurredwithinertbrands,withonly5.3%ofthe

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casesforwhichanineptbrandwasfoundwithinthecentroid.Thisresultcanalsobeviewedasfollows:Thepercentageofsuccess
increasesdramaticallyaswemovefromthelargestarea,i.e.,thedisjunctiverulewith9.6%success,toasmallerarea,i.e.,the
lexicographicrulewith46.1%success,toanevensmallerarea,i.e.,theconjunctiverulewith72.0%success.Asimilarreasoningwiththe
threecompensatorymodelsreinforcestheconclusionthattheprocessofevokedsetformulationis,inourcase,oneofinclusionbasedon
cutoffpointsforallthreemajordimensionsoftheproductspace.ThisconclusionisconsistentwithMyers(1979)expectations,aswellas
thosebyPrasandSummers(1977).ItisalsoconsistentwiththefindingsofBest(1976).Ontheotherhand,ourfindingsdonotconfirm
thoseofParkinsonandReilly(1979)althoughtheyfollowedacompositionapproach.Theydoreportthatthequestionsdirectlymeasuring
theconjunctiveordisjunctivecutoffswerefairlydifficultforthesubjecttocomplete,andthattheseresponseerrorswereprobablymagnified
intheirsimulationprocedures.
Step4:Determinepriortrialofevokedbrands.Acomparisonwasmadebetweenthebrandsintheevokedsetononehand,andthose
whichtherespondenthadindicatedastriedbrands.Itwasfoundthatin95.4%ofallcases,allbrandsintheevokedsethadbeen
previouslytried.Theremainderofthecases,i.e.,4.6%,maybeconsideredasanerrortermifwesetalevelofsignificanceof=5%,in
whichcasethecriticalvalueisPc=.069.Thereforewefailtorejectthenullhypothesisthatallbrandsintheevokedsethavebeen
previouslytried.ThisisconsistentwithHoward'stheoryofconceptlearninginaRoutinizedResponseBehaviorSituation(Howard1977,
May1979).
Limitations
Afirstlimitationofthepresentstudydealswiththeproblemofcontrollingforthehomogeneityofrespondentssincemanyfactorsmayaffect
thechoiceofthedecisionruleasreviewedbyBelonax(1979,p.232).OurdecisiontolimitourresearchtoaRRBsituation,aspecific
scenario,regularmalebeerdrinkers,inarelativelyhomogeneousmetropolitanareaaswellastwoattemptsatclusteringrespondents
providedsomemeasureofcontrol.Butotherfactorsmaybeintroducedsuchasbreadthofcategorization(Pettigrew1956)whichisone
dimensionofcognitivestyle,aswellasperceivedrisk(Bettman1973).
TABLE1(/volumes/v08/08360t01.gif)
(/volumes/v08/08360t01.gif)

RESULTSOFTHEDECOMPOSITIONAPPROACH(/volumes/v08/08360t01.gif)
Asecondlimitationmaylieinourprocedureofdecomposingtheproductspaceintoareasbasedonaspecificdecisionruleononehand
andactualbrandclassificationontheotherhand.Ineffect,wetestedthelogicofapplyingaspecificrulemorethanreconstructingtherule
itselfasinParkinsonandReilly(1979).
Third,theboundariesofourevokedsetzoneswereapproximatedbylookingatthesmallestareacontainingallevokedbrands.Theremay
besomevalueindoingsomesensitivityanalysisbyvaryingthecutoffpointstoallowforamarginoferror.Finally,weonlylookedat
minimumcutoffpoints,butnotatmaximumones.Thismayapplytoonlyoursecondandthirddimensionssincethefirstdimensionisthe
socialimageofbeerwhichaccountedfor77.8%oftotaldiscrimination.
Finally,thestudyiswithinastaticcontext,andnotinadynamiconeassuggestedbyMyers(1979).
SUMMARYANDCONCLUSION
ThisresearchhasattemptedtofocusonspecificquestionsregardingMyers'phasingmodel,aswellMay'scontentionthatbothlearning
theoryandinformationprocessingtheoryarenecessarytoexplainevokedsetformationandcomposition.
WeselectedaproductinthematuritystageandconsumersinanRRBsituation,facedwithaspecificscenario,andhomogeneousintheir
perceptionoftheavailablebrands.Foreachrespondent,wegeneratedhisperceptualspace,andweusedadecompositionapproachto
testthreenoncompensatoryrulesandthreecompensatoryrules.Inaperfectcriterionbasis,thebestrulewasfoundtobetheconjunctive
model,whichisconsistentwithpreviousexpectationsandfindings.Finally,allbrandsintheevokedsetwerefoundtohavebeen
previouslytried,which,isconsistentwithHoward'slearningtheory.
Thedecompositionapproachfollowedbythisstudyallowedustoexamineandcomparetheoutputatthematuritystage(RRBsituation)
frombothinformationprocessingactivitiesandconceptlearning.Fromaninformationprocessingviewpoint,wegatheredbrand
perceptionsonseveralattributesandconstructedindividualproductspaces.Fromaconceptlearningviewpoint,allbrandsintheevoked
setwerepreviouslytriedbymostrespondents.Thusacomparisonofbrandclassificationsandproductspaceconfigurationsleadstoa
perfectmatchfor72%ofallrespondentsfortheconjunctiverule.Thus,wemayseehereaconvergenceofboththeoriesashopedbyMay
(1979).
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