The fact that a consumer is aware of a brand does not necessarily mean that it is being considered as a potential purchase. For instance, the consumer may be aware of certain brands, but not favourably disposed towards them (known as the "inept set"). Such brands will typically be excluded from further evaluation as purchase options. For other brands, the consumer may have indifferent feelings (the "inert set"). As the consumer approaches the actual purchase, he or she distills the mental list of brands into a set of alternatives that represent realistic purchase options, known as the "consideration set". By definition, the consideration set refers to the “small set of brands which a consumer pays close attention to when making a purchase decision”. This ultimately leads to a "choice set" which includes the alternatives that are strong contenders for purchase.