A social cognition model describing the cognitive
determinants of problem recognition is introduced and
tested. Problem recognition is hypothesized to be a
function of the directional discrepancy between the valence
level of the perceived performance of one's current product
and the valence level of a referent (standard of
comparison). More specifically, problem recognition is
hypothesized to be greatest under negative incongruity,
followed by negative congruity, positive congruity, and
positive incongruity, respectively. The model was tested in
two studies, and the results were consistent with the
hypothesis. Advertising implications of the model are
discussed in terms of primary demand advertising.
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