首页
登录
职称英语
1 Some consumer researchers distinguish between so-called rational motives and
1 Some consumer researchers distinguish between so-called rational motives and
游客
2025-01-09
33
管理
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. [br] 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:http://tihaiku.com/zcyy/3904939.html
相关试题推荐
1 "Internationalcommunication"iscommunicationbetweenmembersofdiff
1 "Internationalcommunication"iscommunicationbetweenmembersofdiff
Beguninthelate1960sbyPentagonweaponsresearchersasasystemforeasin
Beguninthelate1960sbyPentagonweaponsresearchersasasystemforeasin
Beguninthelate1960sbyPentagonweaponsresearchersasasystemforeasin
Beguninthelate1960sbyPentagonweaponsresearchersasasystemforeasin
Beguninthelate1960sbyPentagonweaponsresearchersasasystemforeasin
Theso-called"GloriousRevolution"of1688tookplacein_____.A、FranceB、Americ
Theconflictbetweengoodandevilisacommonthemerunningthroughthegrea
1 Researchersuncoveredaseriousflawintheunderlyingtechnologyfornearly
随机试题
TheorangutanofSumatraandBorneoshares96.4percentageofthe(1)______
[originaltext]W:Haveyoudecidedwhenyouaregoingtotakeyourvacation?M:No
[audioFiles]audio_eufm_j60_001(20082)[/audioFiles]A、Catchacold.B、Hurrytoge
患者神昏谵语,躁扰不宁,循衣摸床,撮空理线,属于A.得神 B.失神 C.假神
下列方剂中,配伍寓有"辛开苦降"之意的是A.清营汤B.半夏泻心汤C.泻白散D.白
关于发汗的叙述,下列哪些是错误的? A.人长时间呆在高温度环境中,发汗会明显减
甲建筑公司为增值税一般纳税人,主要从事建筑工程施工及活动板房的生产和安装业务。2
银行承兑汇票的承兑银行,应当按照票面金额向出票人收取()的手续费。A:千分之一
停车场自动管理系统主要设备不包括( )。A.自动感应器 B.读卡器 C.监
关于仲裁审理案件的相关规则和程序规定,下列表述中()是正确的。 A.
最新回复
(
0
)