首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
1 Some consumer researchers distinguish between so-called rational motives and emotional (or non-rational) motives. In a mark
1 Some consumer researchers distinguish between so-called rational motives and emotional (or non-rational) motives. In a mark
admin
2010-03-25
32
问题
1 Some consumer researchers distinguish between so-called rational motives and emotional (or non-rational) motives. In a marketing context, the term rationality implies that the consumer selects goals based on totally objective criteria, such as size, weight, price, or miles per gallon. Emotional motives imply the selection of goals according to personal or subjective criteria (the desire for individuality, pride, fear, affection and status).
2 The assumption underlying this distinction is that subjective or emotional criteria do not maximize utility or satisfaction. However, it is reasonable to assume that consumers always attempt to select alternatives that, in their view, are to maximize satisfaction. Obviously, the assessment of satisfaction is a very personal process, based upon the individual’s own need structure as well as on past behavioral, social, and learning experiences. What may appear as irrational to an outside observer may be perfectly rational within 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. If the behavior did not appear rational to the person who undertakes it at the time that it is undertaken, obviously he or she would not do it. Therefore the distinction between rational and emotional motives does not appear to be warranted.
3 Indeed, some researchers go so far as to suggest that emphasis on "needs" obscures the rational, or conscious, nature of most consumer motivation. They claim that consumers act consciously to maximize their gains and minimize their losses; that they act not from subconscious drives but from rational preferences, or what they perceive to be in their own best interests.
4 Marketers who agree with this view are reluctant to spend either time or money to uncover subconscious buyer motives. Instead, they try to identify problems that consumers experience with products then on the market. For example, instead of trying to identify any special needs that consumers may have for dog food, the marketer will try to discover any problems that consumers are experiencing with existing brands of dog food. If the marketer discovers that many dog foods leave an unpleasant odor in the refrigerator, he or she can develop a new product that solves this consumer problem and then run advertisements that announce to dog owners that the new product does not impart unpleasant odors. Thus, rather than address consumers’ expressed needs, such marketers attempt to discover and solve consumers’ problems and thereby achieve market success.
Clearly, the author of this passage is ______ the distinction between rational and emotional motives.
选项
A、in favor of
B、opposed to
C、uncertain about
D、interested in
答案
B
解析
本题为一般推理题。据第2段最后1句可推知。
转载请注明原文地址:https://jikaoti.com/ti/rm4YFFFM
0
专业英语八级
相关试题推荐
Intheinformationtechnologyindustry,itiswidelyacknowledgedthathowwellITdepartmentsofthefuturecanfulfiltheirbu
Thepocketcalculatorhasbeenrelegatedtotheroleofagraphiciconondigitalscreensratherthananobjectinitsownright
NextmonthalargegroupofBritishbusinesspeoplearegoingtoAmericaonaventurewhichmaygenerateexportearningsforthe
Extract1We,theundersigned,writewithreferencetotheHightownLocalPlan,ConsultativeDraft,March2005,publishedby
EveryoneseemstohateAmerica’slateststabatimmigrationreform,whichwentbeforethefullSenatethisweek.Immigrantgroup
IusedtoboastthatBritainwasarelativelyuncorruptsociety.LookatFrance,Iwouldsay,whereahighproportionofrecent
IusedtoboastthatBritainwasarelativelyuncorruptsociety.LookatFrance,Iwouldsay,whereahighproportionofrecent
QuipusarethemysteriousbundlesofcoloredandknottedthreadsthatservedastheIncaempire’smeansofrecordinginformation
我曾缩短工作时间,在我居住的美丽的地方散步、奔跑和远足,我发现与自然的这种接触是我生命中十分重要的一部分。
Howisurbanizationnegativelyaffectingoursociety?Theanswertothisquestionisnotasimpleone.Urbanism【C1】______,polit
随机试题
患者,女,44岁。患腰椎间盘突出症5年,经卧硬板床和骨盆牵引等保守治疗无效。现症状逐渐加重,行走100~200m即出现下肢疼痛,须休息或下蹲数分钟才能缓解,入院准备接受手术治疗。该患者术后第1天可以进行的功能锻炼是
县级以上医疗机构中具有处方权的是在职的
萨摩耶犬,左后肢股骨中段骨折,手术切开内固定时,见股外侧肌表面有一大出血点呈喷射状流血,此时最适宜的止血方法是
加油站站内的道路转弯半径应按行驶车型确定,且不宜小于()。
价格条件为CFR/CIF时,海运提单上应有“FreightPrepaid”字样,FCA/FOB条件时,应有“FreightCollect”字样()
如图,点F在平行四边形ABCD的对角线AC上,过点F,B分别作AB、AC的平行线相交于点E,连接BF,∠ABF=∠FBC+∠FCB求证;四边形ABEF是菱形.
公文处理应遵循的原则不包括()。
果农张某在2008年至2011年间连续与甲果汁公司签订了三份桔子买卖合同,并按照合同的约定分别向甲果汁公司的两个子公司发运了桔子,但甲果汁公司及其两个子公司迄今未支付货款。关于本案,下列哪一选项是正确的?()
看见一株玫瑰花并能认识它,这时的心理活动是()。
在多个用户共享数据库时,对同一资料的1._____操作可能破坏数据库的2.______。因此数据管理机制要解决丢失更新、不一致以及3.______等问题。解决的方法主要有加锁技术和时标技术。3.____A.“脏数据”B.安全
最新回复
(
0
)