Based on the consumer decision process, the discrepancy between a consumer’s actual state and desired state is associated with the Need Recognition step.
This is because a Need Recognition step is defined as the step in the Consumer decision process whereby a consumer realizes a yet-to-be-met need that must be satisfied.
Usually, the need recognition step is often termed the problem identification stage.
It is often described as the first stage in the consumer buying attitude or decision process.
Hence, in this case, it is concluded that the discrepancy between a consumer’s actual state and desired state affects the consumer's buying behavior.
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