The level of one's desire to resolve a particular problem depends on the magnitude of the gap between the consumer's desired and actual states,and the importance of the problem.

Question

Quizplus · Accepted Answer

This statement is true. The greater the gap between a consumer's desired state (what they want) and actual state (what they have), and the more important the problem is to the consumer, the greater the desire to resolve the problem will be.

The Level of One's Desire to Resolve a Particular Problem