A Multivariate Analysis Of Evoked Sets As A Marketing Universal

Abstract

This research explores evoked sets in two cultures.  The purpose is to determine if evoked sets are used in both to the extent that they could be considered a marketing universal.  Previous studies have examined marketing universals in terms of price and product quality signals.  Our findings support the status of evoked sets as a marketing universal.  We found, via multivariate analysis, that evoked set sizes are statistically equal for matched samples when using two operational definitions of an evoked set.