首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
1 Some consumer researchers distinguish between so-called rational motives and emotional (or non-rational) motives. In a mark
1 Some consumer researchers distinguish between so-called rational motives and emotional (or non-rational) motives. In a mark
admin
2010-03-25
35
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.
According to the classification of consumer motives, ______ should belong to the category of emotional motives.
选项
A、color
B、durability
C、fashion
D、service
答案
C
解析
本题为细节理解题。据第1段的第2、3两句可知。
转载请注明原文地址:https://kaotiyun.com/show/IFqO777K
0
专业英语八级
相关试题推荐
Howmuchmuseumgoersknowaboutartmakeslittledifferenceinhowtheyengagewithexhibits,accordingtoastudybyaGermanc
Therecessionhashitmiddle-incomeandpoorfamilieshardest,wideningtheeconomicgapbetweentherichestandpoorestAmerica
Whybankruptyourselfinaso-calledoldpeople’shome?Tryahealthspa—itmightactuallybecheaper.SometimesIseeoldl
Whenastudyreleasedearlierthisyearlinkedsleepingpillstoanincreaseincanceranddeathrates,morethanafewinsomnia
A、Itislikelytobestolen.B、Itbecomesadog’smeat.C、Itcanalertthepolicewhenhit.D、Ithelpsidentifytheowner.A
Bynowyou’veprobablyheardthatthepercentageofactivesmokersamongushassteadilyandsignificantlydwindled.Todaynearl
IusedtoboastthatBritainwasarelativelyuncorruptsociety.LookatFrance,Iwouldsay,whereahighproportionofrecent
A、Optimumphysique.B、State-of-the-artequipment.C、Theimportanceofattitude.D、Veryserioustraining.C
EatingouthasbecomeasAmericanasapplepie,butforthosemanningthekitchen,restaurantworkisanythingbutanAmericand
Whattodonow?SchoolofficialsaroundthecountryareaskingthatquestionfollowingaSupremeCourtdecisionrejectingracial
随机试题
∫x5dx=________.
“实”的含义主要是指
最可能的诊断是( )。在住院行手术治疗前,应常规进行下列哪项检查( )。
某公司在第一审程序中作为无独立请求权的第三人参加诉讼,后未被人民法院判决承担民事责任,但该公司不服第一审判决,遂向上一级法院提起上诉。上一级人民法院收到上诉状后,应当_________。
下列各项中,属于分拆上市优势的有()。
某汽车配件企业采用流水线生产方式生产某型号汽车配件,该流水线采用两班制,每班有效工作时间为8小时,流水线每生产一件汽车配件需10分钟。该企业2010年预测该产品售价为500元,单位变动费用为250元,总固定成本为600万元。为了提高自身的研发能力,该企业投
下列从公文中摘抄的句子,语言表达符合公文写作规范的是()。
根据古代记录,S市政府对基本商品征收的第一种税是对在S市出售的每一罐食用油征税两个生丁。税务纪录显示,尽管人口数量保持稳定且税法执行有力,食用油的税收额在税法生效的头两年中还是显著下降了。下列哪一项如果正确,最有助于解释在S市油税收入的下降?
IbetSECislookingtooffersomethingthat’sequippedwiththe_______technologies.
A、Bytaxi.B、Onfoot.C、Bybus.D、Bybike.D细节题。女士认为骑自行车去新图书馆虽然花的时间长点,但是能起到锻炼的作用,男士说这真是个好主意,还说他这周可能会骑自行车去新图书馆(MaybeI’lltryrid
最新回复
(
0
)