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Problem recognition occurs when a consumer evaluates her or his purchase. is exposed to a television advertisement desired state and an actual condition. searches for

Problem recognition occurs when a consumer

evaluates her or his purchase.

is exposed to a television advertisement desired state and an actual condition.

searches for information to resolve a problem.

becomes aware that there is a difference between a desired state and an actual condition.

recognizes a need and evaluates for information to resolve a problem.

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