The discrepancy between a person's present state and ideal state is known as a: a. Need b. Psychogenic need c. Want d. Aspirational want QUESTION 20 What is true of multichannel shoppers? Customers who use multiple channels shop less frequently at big-box retailers. Multichannel shoppers are less price conscious than single-channel shoppers. Multichannel shoppers tend to spend twice as much as customers who shop one channel. Multichannel customers are very loyal