AWARENESS SET VS. RETRIEVAL SET

Watch the video at the link below and think about it in relation to Awareness and Retrieval sets
https://www.cbsnews.com/video/coronavirus-anxiety-and-fear-1/ 

AWARENESS SET VS. RETRIEVAL SET:

Just what level of awareness does your brand require in order to be successful?

When is the awareness set sufficient vs. when is the retrieval set necessary? 

Awareness set is sufficient – when the customer generally makes their choice decision with the aid of memory cues (product facings, menus, catalogs, etc.) 

Example: Hot Dog brand (Ballpark Franks)

Retrieval set is necessary – when the customer frequently makes their choice decision from memory 

Example: Hot Dog Stand (Dog Central)