I have been waiting for the discussion of this topic very long. :) Thanks for
your head up, Matteo.
My supervisor and I am currently doing research on, so called, unarticulated
needs. We can discuss this more deeply in the near future, if you are
interested. Here are a couple of citations that I used to define and measure
unarticulated needs.
**
Unarticulated needs, are coined by Holt et al. (1984) in which needs are
broadly considered as the discrepancy between the current and the idealistic
situation that may "or may not" be recognized.
Ulrich and Eppinger (1985) called them as latent needs in that many consumers
recognize them as important in the final product but are unable to articulate
them in advance.
Future needs and hidden needs are also suggested (Karkkainen et al. 2001).
Jaewoo Joo
PhD candidate in Marketing,
Rotman School of Management
University of Toronto
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