Question

If a consumer sees a significant difference between his or her current state of affairs and some desired or ideal​ state, which step of the consumer​ decision-making process is the consumer​ in?

A. Problem recognition
B. Evaluation of alternatives
C. Product choice
D. ​Post-purchase evaluation
E. Information search

Answer 1

The consumer would be in the evaluation of alternatives,

Step-by-step explanation:

This is explained because he is evaluating the current state of affairs agains his desired-ideal state. Therefore the consumer is evaluating which alternative can fit in the current state of affairs.