Some consumer researchers distinguish (1) "rational" motives and "emotional" (or "non-rational") motives. They use the term "rationality" (2) the traditional economic sense that assumes (3) consumers behave rationally when they carefully consider all alternatives (4) choose those that give them the greatest utility (i.e., satisfaction). (5) a marketing context, the term "rationality" implies that the consumer selects goods based (6) totally objective criteria, such (7) size, weight, price, and so on. "Emotional" motives imply the selection of goods (8) to personal or subjective criteria—the desire (9) individuality, pride, fear, affection or status.
The assumption underlying this distinction is (10) subjective or emotional criteria do not maximize utility or satisfaction. (11) , it is reasonable to assume that consumers always attempt to select alternatives that, (12) their view, serve to maximize satisfaction. Obviously, the assessment of satisfaction is a very personal process, based (13) the individual's own needs as (14) as on past behavioral, social, and learning experiences. What may appear (15) irrational to an outside observer may be perfectly rational (16) 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. (17) behavior. did not appear rational to the person who undertakes it (18) the time that it is undertaken, obviously he or she would not do it. (19) the distinction between rational and emotional motives does not appear to be warranted.
Some researchers go so far (20) to suggest that emphasis (21) "needs" obscures the rational, or conscious, nature of most consumer motivation. They claim that consumers act consciously (22) maximize their gains and minimize their losses; that they act not (23) subconscious drives but from rational preferences, (24) what they perceive to be (25) their own best interests.
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By this time next year my family (live) ______in this small town for 20 years.
When we arrived, there was a smell of cooking (come) ______from the kitchen.
The ceremony for Hadid will take place at the __ in St. Petersburg, Russia.
Children born into a Bushman society of South
Africa are completely dependently on their family for
food. While they are very young, their mother's milk
will be the primary mean of nourishment (营养). Later 【S1】__
their fathers, uncles, and brothers will supply them by 【S2】__
meat, and their mothers, aunts and sisters with wild
plant foods. Not until the children are five or six,
perhaps more older, will they contribute to the group's 【S3】__
subsistence(生存,口粮).
Children live in the camps of their parents until
their many. In the interim(期间) they learn the
roles which rules they must live. To survive, they must 【S4】__
listen well to the elders who have experienced nature and
their rewards and punishments. 【S5】__
Then children grow and develop. They learn that is 【S6】__
the job of the males to provide the camp with meat.
Skill in hunting is developed by children's games and by
watching and hearing to fathers and uncles. They boys 【S7】__
aslo learn that it will be their responsibility as adults
to protect their groups off the wrongdoings of other 【S8】__
groups.
The children learn that the females are the
gathers. Roots, nuts, berries, stems, and leaves are
collected and brought back for the day's meal. It is the
men who supply the camp with the majority of the food. 【S9】__
Their gathering activities account up to 80 percent of the 【S10】__
food by weight. Elizabeth Marshall Thomas gives a
vivid description of the gathering of Bushman women in
his book The harmless People.
【S1】
Many excellent employees choose to leave the company because the employers ______.