Problem recognition
Problem recognition results when there is a difference between one's desired state and one's actual state. Consumers are motivated to address this discrepancy and therefore they commence the buying process. Sources of problem recognition include:

An item is out of stock
Dissatisfaction with a current product or service
Consumer needs and wants
Related products/purchases
Marketer-induced
New products
The relevant internal psychological process that is associated with problem recognition is motivation. A motive is a factor that compels action. Belch and Belch (2007) provide an explanation of motivation based on Maslow's hierarchy of needs and Freud's psychoanalytic theory.


Information Search
Once the consumer has recognised a problem, they search for information on products and services that can solve that problem. Belch and Belch (2007) explain that consumers undertake both an internal (memory) and an external search. Sources of information......

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Title: Consumer Behavior
Approximate Word Count: 1063
Approximate Pages: 5 (250 words per double-spaced page)

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