Questions: When consumers are engaged in the consumer decision process, the specific brands or stores they can readily recall in a product category are referred to as their set.

When consumers are engaged in the consumer decision process, the specific brands or stores they can readily recall in a product category are referred to as their set.

Transcript text: When consumers are engaged in the consumer decision process, the specific brands or stores they can readily recall in a product category are referred to as their set.

Solution

The answer is "evoked" set.

Explanation for each option:

Retrieval: This term generally refers to the process of recalling information from memory, but it is not specific to the consumer decision process in terms of brands or stores.
Brand: While this term relates to the names or symbols associated with products, it does not specifically describe the set of brands or stores recalled during the decision process.
Universal: This refers to all possible options available in a product category, not just those that a consumer can readily recall.
Memory: This is a broad term for the cognitive process of storing and recalling information, but it does not specifically refer to the set of brands or stores in the decision process.
Evoked: This is the correct term. The evoked set consists of the specific brands or stores a consumer can readily recall when considering a purchase in a particular product category.

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