The _____ set are those brands that a consumers actively does NOT consider, because of negative experience or information.

Question

BlackTom AI · Accepted Answer

First, let’s parse what the question is asking: identify the term for brands that a consumer actively rejects or does not consider due to negative experiences or information.
Option 1: inept. This corresponds to the inept set, which indeed consists of brands the consumer actively avoids or rejects because of prior negative information or experiences.
Option 2: evoked. The evoked set refers to the brands a consumer would actively consider as alternatives when making a choice, not those they reject, so this is the opposite of what the question describes.
Option 3: inert. The inert set is sometimes used to describe brands that are neither strongly considered nor actively rejected; they are neutral or unnoticed, not necessarily driven by negative experiences. It doesn’t capture the idea of active avoidance due to negative information.
Option 4: none of these is accurate. Given that inept correctly identifies the action of actively avoiding brands, this option is incorrect because there is an accurate term listed.
Option 5: consideration. This term loosely aligns with brands that are in the consumer’s consideration or evoked set, but it does not describe the actively rejected brands; it’s the opposite of the described concept.

To recap succinctly: the statement describes brands a consumer actively **rejects** due to negative experiences or information, which is characteristic of the inept set. The evoked/consideration terms describe brands under consideration, the inert set describes neutral brands, and the “none” option is not needed since a correct term exists. The reasoning shows why each competing option fails to fit the description, leading to the correct identification of the inept set.

MKTG 3510 01 Test 1

The _____ set are those brands that a consumers actively does NOT consider, because of negative experience or information.

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