What is the first step in the decision-making model?

The first step in the decision-making model is problem recognition. This step involves identifying a need or recognizing a gap between the current state and a desired state. It serves as the catalyst for the entire decision-making process because it triggers the consumer to take action. Until a consumer realizes there is a problem to address or a need to fulfill, there is no motivation to seek out information or evaluate alternatives. Recognizing a problem can stem from various factors, such as internal stimuli (like hunger or thirst) or external stimuli (like advertising or a friend's recommendation).

Once problem recognition occurs, consumers move on to the next steps, such as searching for information and evaluating alternatives. Understanding this foundational step is crucial for marketers, as it provides insight into how to effectively communicate and connect with consumers facing this recognition phase.