Consumer Behavior: The consumer decision-making process — Need Recognition and Information Search
How a purchase begins: what makes people notice a need, and how much and where they search before choosing.
Consumer Behavior · 23 questions
Try 3 questions
1. In the classic five-stage model of consumer decisions, which stage comes first?
- Evaluation of alternatives
- Information search
- Need recognition
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Answer: Need recognition
The model runs need recognition, information search, evaluation of alternatives, purchase, and post-purchase behavior.
2. What triggers need recognition?
- Having extra money to spend
- Seeing a product at a discount
- A gap between actual and desired states
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Answer: A gap between actual and desired states
A need is recognized when people perceive a meaningful difference between how things are and how they would like them to be.
3. Your coffee runs out. In need-recognition terms, what has changed?
- Your desired state has risen
- Your evoked set has grown
- Your actual state has dropped
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Answer: Your actual state has dropped
Running out of a product lowers the actual state while the desired state stays the same, opening a gap.
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