1) The first stage in the consumer’s decision-making process in which the consumer perceives a need and becomes motivated to satisfy it.
2) The first stage of the business buying process in which someone in the company recognizes a problem or need that can be met by acquiring a good or a service.
3) The process that occurs whenever the consumer sees a significant difference between his or her current state of affairs and some desired or ideal state; this recognition initiates the decision making process.
