Journal of Business and Psychology

, Volume 4, Issue 2, pp 167–182 | Cite as

Profiling desired state type problem recognizers

  • Gordon C. BrunerII


Style of recognizing consumer problems has been identified in past research as a unique variable for effectively segmenting a market based upon potential purchase behavior. However, only one product category has been examined in previous studies thereby limiting the generalizability of the results. The present study examined shopping orientation and demographic characteristics of problem recognizers for six different product categories, with special attention devoted to Desired State Type Problem Recognizers. Profiles developed for these Desired State Type consumers were significantly different from Actual State Types for each of the six products. Some limited commonality was found for Desired State Types across five of the six product categories.


Demographic Characteristic Social Psychology Social Issue Past Research State Type 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Human Sciences Press 1989

Authors and Affiliations

  • Gordon C. BrunerII
    • 1
  1. 1.Southern Illinois UniversityUSA

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