For example, people know there is a problem in our educational system and our health care system. They are aware, but not willing to take action. Develop a sense of urgency and a need to act. A greater acuity of understanding leads people to want to solve the problem. Examining the solutions.
People begin to develop or react to specific solutions.
Public opinion polls taken during this stage are most often deceiving because the implications of the choices haven't been thoroughly scrutinized. Resistance to solutions when difficult tradeoffs are encountered. Conflicting values are in play. This results in opposition and resistance to change. Sometimes this resistance is reflected in denial or wishful thinking.