Bill could not tell the Argonauts from the Stampeders during CFL Football on his tiny, antiquated black-and-white TV set! After he watched the second half of the game on his neighbour's big TV set, he realized there was a significant difference between his current state of affairs and a desired or ideal state. His perception is labelled:
A) fantasy aspiration.
B) problem recognition.
C) latent response syndrome.
D) hemispheric communication.

Question

Quizplus · Accepted Answer

Bill's realization of the significant difference between his current situation (watching a game on a tiny, antiquated black-and-white TV) and a desired state (enjoying the game on a big TV set) is an example of problem recognition. This is the first step in the consumer decision-making process, where a consumer identifies a need or problem.

Bill Could Not Tell the Argonauts from the Stampeders During