Carol Is Conducting Research and Asking Respondents to Name the Brands

Multiple Choice

Carol is conducting research and asking respondents to name the brands that first come to mind for certain product categories. When she asks Bob this question for computers, he mentions IBM, Dell, Gateway, and Hewlett-Packard. These brands represent Bob's ________.

A) evoked set
B) considerate set
C) purchase set
D) reference group
E) normative group