Some consumer researchers distinguish【C1】______" rational" motives and "emot

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问题 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 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. [br] 【C16】

选项 A、with
B、within
C、without
D、for

答案 B

解析语境搭配。本句末有field“领域”一词，所以填within，指这个领域之内。

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