CULTURED MINDS

PROBLEM PERCEPTION

 

Decision making can be seen as problem solving (Halonen, 2014) whereby consumers come across problems/needs which ‘x’ product(s) can solve, eventually resulting in a purchase. Although human decision making rarely follows a linear, step-by-step process, problem perception is likely to be an aspect of most consumer decisions. How people perceive information such as advertisements & product information, or when comparing product attributes, is sensitive to context and cultural mindset.  Categorisation, Advertising and Price are all aspects of problem perception.