In the first paragraph of this chapter, the quote from Harold Coffin (1905-1981) stated: "A consumer is a shopper who is sore about something." In essence, Mr. Coffin suggests that a marketer's job is to tap into a problem, or create their own "problem," that can only be "solved" by the consumer's purchase of a particular product. Based on this concept, describe how consumer purchase decisions actually serve to resolve an unmet want or need?