The problem recognition stage of the consumer purchase decision process will be activated if the consumer perceives a difference between his or her actual and ideal situations and:

Multiple Cho$$ce

the evaluative criteria to use for the purchase have previously been developed.

the difference is big enough to trigger a decision.

he or she has the resources, both time and money, to devote to solving the problem.

there is no current cognitive dissonance.

he or she knows that a solution to the problem exists.