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Unformatted text preview: Consumer Behavior book notes Chapter 4 04/10/2006 13:53:00 ← Pre-Purchase Processes: Need Recognition, Search, and Evaluation • Determined by where the consumers are in their current state and what state they want to be in. Consumers experience being in the state of ‘needing something’ when the space between current state and desired state has a large magnitude. o Plasma TV, when a friend has one, you are okay with your current TV until you see your friends and then you want one because you realize that there is a big difference. • Need Recognition can occur in a variety of different ways. Mainly if people see something, and they want it, as long as money is not an issue they will get it. It is hard for companies to develop products based on what they think consumers might need. They need to develop products based on what the consumers already want!consumers already want!...
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This note was uploaded on 11/28/2010 for the course BADM 66 taught by Professor Bailey during the Fall '08 term at GWU.
- Fall '08