Model
Digital Document
Publisher
Florida Atlantic University
Description
The purpose of this research is to better understand how marketers and consumers
solve problems. This research first reviews the problem-solving literature, discusses
several areas of confusion related to problem-solving, and offers solutions. After
resolving the confusion, this research then develops a theoretical model of problemsolving.
Four hypotheses are derived from the model, and then empirically tested.
The model states that the distinct cognitive domain of problem-solving begins
with problem recognition. Given a problem, associative memory and associative
activation provide a solution (H #1). This solution is either satisfactory or unsatisfactory.
If satisfactory, the individual engages in the satisficing process and accepts the solution
(H#2). If unsatisfactory, the individual engages in the decision-making process and
searches for information related to an alternative solution (H #3). Thus, the difference between satisficing and decision-making is the search for information (H #4). Problemsolving
ends when an intended solution is chosen.
A pretest and two studies are conducted to test the four hypotheses. The Pretest
demonstrated situations that elicited problem recognition. Study 1 tested hypothesis #1
and found that at least 75 percent of the time associative memory and associative
activation provided a solution. Study 2 tested hypotheses #2, #3, and #4. Hypotheses #2
and #3 were tested using a two-way ANOVA, Chi-Square, and Point Biserial Correlation
and hypothesis #4 was tested using an independent sample t-test and Point Biserial
Correlation. Results of all empirical tests confirm each of the hypotheses, which in turn
support the theoretical model.
solve problems. This research first reviews the problem-solving literature, discusses
several areas of confusion related to problem-solving, and offers solutions. After
resolving the confusion, this research then develops a theoretical model of problemsolving.
Four hypotheses are derived from the model, and then empirically tested.
The model states that the distinct cognitive domain of problem-solving begins
with problem recognition. Given a problem, associative memory and associative
activation provide a solution (H #1). This solution is either satisfactory or unsatisfactory.
If satisfactory, the individual engages in the satisficing process and accepts the solution
(H#2). If unsatisfactory, the individual engages in the decision-making process and
searches for information related to an alternative solution (H #3). Thus, the difference between satisficing and decision-making is the search for information (H #4). Problemsolving
ends when an intended solution is chosen.
A pretest and two studies are conducted to test the four hypotheses. The Pretest
demonstrated situations that elicited problem recognition. Study 1 tested hypothesis #1
and found that at least 75 percent of the time associative memory and associative
activation provided a solution. Study 2 tested hypotheses #2, #3, and #4. Hypotheses #2
and #3 were tested using a two-way ANOVA, Chi-Square, and Point Biserial Correlation
and hypothesis #4 was tested using an independent sample t-test and Point Biserial
Correlation. Results of all empirical tests confirm each of the hypotheses, which in turn
support the theoretical model.
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