A consumer has a ________ when there is a difference between their actual state and their ideal or desired state.

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BlackTom AI · Accepted Answer

Question restatement: A consumer has a ________ when there is a difference between their actual state and their ideal or desired state.
Option 1: 'want' — While wants are desires for specific goods or services, the formal term for the gap between actual and desired state is not 'want' but the broader motivational driver; this option confuses desire with the gap that motivates action.
Option 2: 'benefit' — A benefit is the positive outcome or value obtained from a product or action, not the gap itself. This option mislabels the concept by focusing on outcome rather than the discrepancy between current and desired states.
Option 3: 'value' — Value refers to the importance or worth attributed to something, often in a consumer choice context, but it does not describe the internal gap between actual and ideal states. This option conflates assessment of worth with the motivation created by a discrepancy.
Option 4: 'need' — This is the correct concept. In consumer behavior, a need arises when there is a discrepancy between one’s actual state and desired or ideal state, creating motivation to reduce that gap through consumption or action. This aligns with fundamental needs-based theories (e.g., Maslow’s hierarchy, generic need states in consumer research).
Option 5: 'demand' — Demand combines need with the ability and willingness to pay, and while it is related to needs, it is not the gap itself. This option describes a subsequent economic expression rather than the initial motivational gap.
In summary, the essence of the question centers on the motivational gap between current and desired states, which is accurately termed a 'need.' The other options describe related concepts (want, benefit, value, demand) but do not capture the specific idea of a gap triggering consumer motivation.

MKTG1199 Module 1: Wrap-Up

A consumer has a ________ when there is a difference between their actual state and their ideal or desired state.

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