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. / Includes bibliography. / Dissertation (Ph.D.)--Florida Atlantic University, 2017. / FAU Electronic Theses and Dissertations Collection
| Identifer | oai:union.ndltd.org:fau.edu/oai:fau.digital.flvc.org:fau_34554 |
| Contributors | Hall, Justin (author), Shaw, Eric H. (Thesis advisor), Florida Atlantic University (Degree grantor), College of Business, Department of Marketing |
| Publisher | Florida Atlantic University |
| Source Sets | Florida Atlantic University |
| Language | English |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation, Text |
| Format | 106 p., application/pdf |
| Rights | Copyright © is held by the author, with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder., http://rightsstatements.org/vocab/InC/1.0/ |
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