Premium
Problem recognition style: is it need specific or a generalized personality trait?
Author(s) -
II GORDON C. BRUNER.
Publication year - 1990
Publication title -
journal of consumer studies and home economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 0309-3891
DOI - 10.1111/j.1470-6431.1990.tb00034.x
Subject(s) - acknowledgement , style (visual arts) , product (mathematics) , trait , personality , psychology , perception , social psychology , process (computing) , cognitive psychology , big five personality traits , computer science , mathematics , history , geometry , computer security , archaeology , neuroscience , programming language , operating system
While the nature of consumer‐need acknowledgement has received some attention in recent years, the topic still remains relatively unexplored by consumer scientists and under‐utilized by practitioners. This study focuses on the first stage of the consumer‐decision process (problem recognition) and develops scales for measuring style of need perception for several product categories. Furthermore, an attempt is made to determine whether one's problem recognition style (PRS) is similar across product categories or if it is more need specific. Evidence here indicates strongly that PRS, which people develop, are need specific although similarities may exist between related product categories.