A consumer recognizes a need when he or she perceives a difference between which of the following?
A) benefits and costs
B) actual state and desired state
C) actual self-concept and social self-concept
D) perceived risk and actual risk

Question

Quizplus · Accepted Answer

A consumer recognizes a need when he or she perceives a difference between his or her actual state (current situation) and desired state (ideal situation or goal). This can create a sense of dissatisfaction or a problem that the consumer wants to solve, which leads to the search for a solution or product that can meet the need.

A Consumer Recognizes a Need When He or She Perceives