| Active problem | A problem that the consumer is aware of or will become aware of in the normal course of events.
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| Actual state | The way an individual perceives his or her feelings and situation to be at the present time.
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| Desired state | The way an individual wants to feel or be at the present time.
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| Extended decision making | Involves an extensive internal and external information search followed by a complete evaluation of multiple alternatives and significant postpurchase evaluation.
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| Generic problem recognition | A discrepancy that a variety of brands within a product category can reduce.
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| Inactive problem | A problem in which the consumer is not aware.
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| Limited decision making | Involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little postpurchase evaluation.
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| Nominal decision making | Occurs when there is very low involvement with the purchase.
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| Problem recognition | The result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process.
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| Product involvement | Occurs when a consumer is very involved with a brand or a product category and yet has a very low level of involvement with a particular purchase of that product because of brand loyalty, time pressures, or other reasons.
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| Purchase involvement | The level of concern for, or intent in, the purchase process triggered by the need to consider a particular purchase.
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| Selective problem recognition | A discrepancy that only one brand can solve.
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