Jason usually buys Nike shoes, so when his friend asked him what shoes he should buy, he said Mike without thinking about it. Jason's response was an evoked set False Attribute Sets Research has shown that a consumer's mind organizes and categorizes alternatives to aid his or her decision process. Universal sets include all possible choices for a product category, but because it would be unwieldy for a person to recall all possible alternatives for every purchase de- cision, marketers tend to focus on only a subset of choices. One important subset is retrieval sets, which are those brands or stores that can be readil brought forth from memory. Another is a consumer's * which comprises the alternative brands or stores that the consumer states he or she would con- sider when making a purchase decision. If a rm can get its