Abstract
While the nature of consumer‐need acknowledgement has received some attention in recent years, the topic still remains relatively unexplored by consumer scientists and under‐utilized by practitioners. This study focuses on the first stage of the consumer‐decision process (problem recognition) and develops scales for measuring style of need perception for several product categories. Furthermore, an attempt is made to determine whether one's problem recognition style (PRS) is similar across product categories or if it is more need specific. Evidence here indicates strongly that PRS, which people develop, are need specific although similarities may exist between related product categories.
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