Universal sets are a subset of retrieval sets and evoked sets.

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BlackTom AI · Accepted Answer

Let's break down the statement and the terminology used in consumer memory theory. 
Option 1: 'True' would assert that universal sets are a subset of retrieval sets and evoked sets. In memory theory, universal sets represent the broadest possible set of brands/products a consumer could recall, while retrieval sets and evoked sets are progressively more narrow subsets formed by what a consumer can actually retrieve or considers during decision making. Placing universal sets as a subset of retrieval or evoked sets would imply a narrowing from universal to smaller groups, which contradicts the idea that the universal set is the largest, encompassing all potential options. This makes the claim conceptually inconsistent. 
Option 2: 'False' would indicate that universal sets are not a subset of retrieval or evoked sets. Given the hierarchy—universal set at the top, then retrieval set, then evoked set—this option aligns with standard definitions because the universal set contains all possible options, whereas retrieval and evoked sets are smaller, more selective groups that a consumer actually considers. The distinction between these levels is that the universal set is the broadest category, not a contained subset. Therefore, declaring that universal sets are not a subset of retrieval or evoked sets matches the conventional understanding. 
Consider potential misconceptions: someone might think all sets are nested within each other, but in this framework the direction is from broad to narrow as you focus attention and recall. Another common error is confusing retrieval and evoked sets; retrieval sets are items a consumer can remember after exposure, while evoked sets are those they would seriously consider for purchase, which are typically smaller than the retrieval set and certainly not encompassing it. 
In summary, the core idea is that the universal set is the largest collection of possible brands, while retrieval and evoked sets represent progressively smaller, more practically recallable and consider-able subsets. This makes the statement claiming a subset relationship incorrect.

Universal sets are a subset of retrieval sets and evoked sets.

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