Construct · 1 fields · 1 citations

inept set: a standalone construct

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Consumer research

the brands a consumer knows of but rejects outright as unacceptable, set apart from the considered brands and from brands the consumer is indifferent to.

In consumer research, inept set refers to the brands a consumer knows of but rejects outright as unacceptable, set apart from the considered brands and from brands the consumer is indifferent to. This meaning comes from Narayana (1975) in Journal of Marketing.[1]

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References

Narayana, C. L., & Markin, R. J. (1975). Consumer Behavior and Product Performance: An Alternative Conceptualization. Journal of Marketing, 39(4), 1-6. https://doi.org/10.1177/002224297503900401

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