After recognizing the problem or need, the buyer will decide whether to pursue satisfying that need. If the consumer chooses to move forward, he or she will next search for product information to help resolve the problem or satisfy the need. For example, if your Professor realizes that she is thirsty and needs a calorie free beverage, she will conduct a search on different products that could fulfill this need. The possible choices to fulfill her thirst are to get a drink from the water fountain, go to her office where she has a bottle of water, or make a purchase from the vending machine, or at the CCB$.$ This group of alternative choices is sometimes called a