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  3. Some consumer researchers distinguish between "rational" motives and" emotional" motives. They use the term" rationality" in the

Some consumer researchers distinguish between "rational" motives and" emotional" motives. They use the term" rationality" in the

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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.
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答案assume→assumes
解析 主谓一致错误。本题所在的句子是一个复杂长句，第一个that引导一个定语从句，先行词是the traditional economic sense，因为这是单数概念，故谓语动词assure 应该用单数形式assumes。本句意为：他们在传统的经济概念中使用“理性”这个词，认为消费者在市场环境下，在认真考虑了所有的备选品，选择了能够让自己感到最满意的商品就是表现出理性。
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