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
54
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.
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:https://kaotiyun.com/show/bFqO777K
0
专业英语八级
相关试题推荐
FlatswerealmostunknowninBritainuntilthe1850swhentheyweredeveloped,alongwithotherindustrialdwellings,forthela
Intheinformationtechnologyindustry,itiswidelyacknowledgedthathowwellITdepartmentsofthefuturecanfulfiltheirbu
A、Wedrovetothecitybecausewehadmissedtheflight.B、Wethoughtitwassafertotaketheroadtransportation.C、Wedecided
MyfirstvisittoParisbeganinthecompanyofsomeearneststudents.MyfriendandI,therefore,beingfullofindependencean
A、Therequirementsofastudent.B、Thequalificationsofacoach.C、Thelengthofone’straining.D、Theimportanceofone’sbuil
Howisurbanizationnegativelyaffectingoursociety?Theanswertothisquestionisnotasimpleone.Urbanism【C1】______,polit
A、Quittingdrinking.B、Treatingdrugaddiction.C、Gettingridofsmoking.D、Hypnotizingformedicalpurposes.C
Inhisresearch,whatdidPeterWilliamsfindabouttraininginsmallfirms?
父亲是个胖子,走过去自然要费事些。我本来要去的,他不肯,只好让他去。我看见他戴着黑布小帽,穿着黑布大马褂,深青布棉袍,蹒跚地走到铁道边,慢慢探身下去,尚不大难。可是他穿过铁道,要爬上那边月台,就不容易了。他用两手攀着上面,两脚再向上缩,他肥胖的身子向左微倾
InmyearlychildhoodIreceivednoformalreligiouseducation.Idid,ofcourse,receivedthatethicalandmoraltrainingthat
随机试题
以为巡死而远就虏,疑畏死而辞服于贼。
一营养级摄食量与前一营养级摄食量之比是
根据动物疫病对养殖业生产和人体健康危害程度,《动物防疫法》规定动物疫病分为
送达回证是人民法院制作的,用以证明完成送达行为的书面凭证。下列哪种送达方式不需要送达回证?()。
在图示圆锥摆中,球M的质量为m,绳长l,若α角保持不变,则小球的法向加速度为()。
在进行套期保值时,在规避对己不利的价格风险的同时,也放弃了因价格变动可能出现对已有利的机会。()
编制预计利润表时,下列各项中,通常可以忽略不考虑的有()。
某个劳动市场统计资料表明:劳动力市场上有5万个求职者。其中,1万位能力强的同质劳动者,要求月薪不低于8000元;有4万个能力一般的同质劳动者,月薪要求不低于3000元。同时,假设这个市场上又有5万个招聘岗位,其中有1万个岗位需要能力强的那些人;4万个岗位需
Kidsspendanincreasingfractionoftheirformativeyearsonline.Itisahabittheydutifully【C1】______intoadulthood.Undert
Thewordcommunicationderives(起源)fromtheLatinwordCommunicate,meaning"toshare,tohavein(11)."Wedefinecommunica
最新回复
(
0
)