The effect of problem recognition style on information seeking
Journal of the Academy of Marketing Science · 1987 · Volume 15 · Issue 4
Abstract
A study was conducted focusing on the relationship between styles of recognizing clothing problems and search for problem solutions. Problem Recognition Style was considered to range between two extremes: Actual State Types (who tend to perceive clothing problems only when their clothes fail to perform satisfactorily) and Desired State Types (for whom the decision process will be triggered frequently due to the desire for something new). A total of eleven information sources were studied representative in various degrees of two different dimensions: the personalness of the source and the degree to which the information can be controlled by the marketer. Two types of shopping trips were also evaluated: prepurchase and ongoing search. In general, Desired State Types placed greater importance on most sources in addition to making significantly more clothing-related shopping trips than Actual State Types.
Keywords
Information Source, Consumer Behavior, Product Category, Canonical Correlation, Shopping Trip
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