A consumer recognizes a need when a he or she perceives a difference between the _____.
A) benefits and costs
B) actual state and desired state
C) actual self-concept and social self-concept
D) perceived risk and actual risk
E) value and costs

Question

Quizplus · Accepted Answer

The actual state is the consumer's current situation or condition, while the desired state is the situation they would like to be in. When there is a perceived difference between the two, a need is recognized by the consumer.

A Consumer Recognizes a Need When a He or She