MGMC02H3 Chapter Notes - Chapter 8: Critical Role, Confirmation Bias, Autobiographical Memory

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2 Aug 2012
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The perceieved diference between an actual and ideal state. Ideal state- the way we want things to be. Actual state- the way things actually are. Problem recognition occurs if consumers become aware of a discrepancy between the actual state and the ideal state. Problem recognition relates to consumption and disposition as well as to acquisition. The ideal state: where we want to be. We consider certain things; how clean our house should be, how we should look in certain clothes, The ideal state can be a function of our own goals or aspirations. Both of these are stimulated by our own personal motivations- what we want to be based on our self image, and by aspects of our own culture. Society, reference groups can play a critical role. Major changes in personal circumstances can instigate new ideal states i. e. getting a new promotion can instigate new ideal states.

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