Problem Recognition: the Crucial First Stage of the Consumer Decision Process

Explains how little attention has traditionally been given to the stage of Problem Recognition, one of the five stages of the decision process evaluated by John Dewey, finding this lack of information even more ironic when it is remembered that a purchase will not occur unless a problem has been identified. Provides a detailed explanation of the Problem Recognition process and examines the results of the few empirical studies which have been carried out. Proposes a model for the Problem Recognition process. Concludes with a discussion of the implications of the material for marketing and advocates further research.