Abstract
The area of latent need revelation and activation can lead to enhanced product/ brand differentiation and to a strong receptivity to advertising messages. This study thus focuses on approaches for latent need revelation with a particular emphasis on consumer complaining behavior through problem detection analysis (PDA). The work reveals insights into decision modes favoring PDA, methodologies, successes, and issues with implementation, especially the need for trade-off analyses. It also addresses the relationship between benefits and problems, as well as problems and their frequency of occurrence, including the ability of solved problems to address brand loyalty issues. Overall, the study provides unique observations on the tools and techniques that are especially suited for latent need revelation.