2. 外语
  3. Some consumer researchers distinguish 【C1】______"rational" motives and "emotional" (or "non-rational") motives. They use the ter

Some consumer researchers distinguish 【C1】______"rational" motives and "emotional" (or "non-rational") motives. They use the ter

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问题     Some consumer researchers distinguish 【C1】______"rational" motives and "emotional" (or "non-rational") motives. They use the term "rationality" 【C2】______the traditional economic sense that assumes 【C3】______consumers behave rationally when they carefully consider all alternatives 【C4】______  choose those that give them the greatest utility (i.e., satisfaction). 【C5】______  a marketing context, the term "rationality" implies that the consumer selects goods based 【C6】______  totally objective criteria, such 【C7】______  size, weight, price, and so on. "Emotional" motives imply the selection of goods 【C8】______  to personal or subjective criteria—the desire 【C9】______  individuality, pride, fear, affection or status.
    The assumption underlying this distinction is 【C10】______  subjective or emotional criteria do not maximize utility or satisfaction. 【C11】______, it is reasonable to assume that consumers always attempt to select alternatives that, 【C12】______  their view, serve to maximize satisfaction. Obviously, the assessment of satisfaction is a very personal process, based 【C13】______  the individual’s own needs as 【C14】______  as on past behavioral, social, and learning experiences. What may appear 【C15】______  irrational to an outside observer may be perfectly rational 【C16】______  the context of the consumer’s own psychological field. For example, a product purchased to enhance one’s self-image (such as a fragrance) is a perfectly rational form of consumer behavior. 【C17】______  behavior did not appear rational to the person who undertakes it 【C18】______  the time that it is undertaken, obviously he or she would not do it. 【C19】______  the distinction between rational and emotional motives does not appear to be warranted.
    Some researchers go so far 【C20】______  to suggest that emphasis 【C21】______  "needs" obscures the rational, or conscious, nature of most consumer motivation. They claim that consumers act consciously 【C22】______  maximize their gains and minimize their losses; that they act not 【C23】______  subconscious drives but from rational preferences, 【C24】______  what they perceive to be 【C25】______  their own best interests.
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