In opportunity recognition,a consumer's actual state doesn't change,but his or her desired state changes in some significant way.

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Opportunity recognition is based on the consumer's perceived gap between their actual state (current situation) and desired state (ideal situation). The actual state may remain the same, but the desired state can change due to a variety of factors such as new needs or wants, changes in preferences, introduction of new products or services, etc.

In Opportunity Recognition,a Consumer's Actual State Doesn't Change,but His or Her