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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.
【C1】
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