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  3. Some consumer researchers distinguish between "rational" motives and" emotio

Some consumer researchers distinguish between "rational" motives and" emotio

游客2025-01-01  50
问题     Some consumer researchers distinguish between "rational" motives and" emotional" motives. They use the term" rationality" in the traditional economic sense that assume that consumers behave rationally when they carefully consider all alternatives and choose those that give them the greatest utility (i.e. satisfaction) in a marketed context. The tern "rationality" implies that the consumer selects goods based on totally objective criteria, such as size, weight, price, and so on. "Emotional" motives imply the selection of goods according to impersonal or subjective criteria—the desire for individuality, pride, fear, affection or status.
    The assumption underlying this distinction is that subjective or emotional criteria do not maximize satisfaction; therefore, it is reasonable to assume that consumers always attempt to select alternatives that, in their view, serve to minimize satisfaction. Obviously, the assessment of satisfaction is a very personal process, based on the individual’s own needs as well as on past behavior, social, and learning experiences. What may appear as irrational to an outside observer may be perfect rational within the context of the consumer’s own psychological field. If behavior did not appear rational to the person who undertakes 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.
    Some researchers go so far as to suggest that emphasis of "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 on not from subconscious drives but from rational preferences. [br]
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答案 impersonal→personal
解析 语义错误。前一句解释了理性的概念：消费者根据一些客观标准，如大小，重量，价格等等选择商品。接下来本句对“感性动机”进行说明，显然这是与rationality相反的概念，而判断标准也一定不是客观的，应该是主观的subjective，而与subjective相近的同应该是personal(个人的)，不是：impersonal(不受个人感情影响的)。
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