MGMC02H3 Study Guide - Final Guide: Pay Per Click, Confirmation Bias, Venison
Document Summary
Problem recognition the perceived difference between an actual and an ideal state. Ideal state the way we want things to be. Actual state the way things actually are. The greater the discrepancy between the actual and the ideal states, and the higher the level of mao, the more likely consumers are to act. Throwing out dark-color clothes, after the color faded, and buy new ones. Because problem recognition stimulates many types of consumer decision making, it is important to understand what contributes to differences between the ideal and the actual state. The ideal state: where we want to be. We sometimes rely on simple expectations, about everyday consumption and disposition situations and how products or services fulfill our needs. Also can be a function of our future goals or aspirations (drive a high states car). Own personal motivations and by aspects of our own culture. Major changes in personal circumstances can instigate new ideal states.
