For a wrong word, underline the wrong word and write the
correct one in the blank provided at the end of the line. For a
missing word, mark the position of the missing word with a "∧" sign and
write the word you believe to be missing in the blank provided at the end of the
line. For an unnecessary word, cross the unnecessary word
with a slash "—" and put the word in the blank provided at the end of the
line.
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
(1)______ carefully consider all alternatives and choose those that give
them the greatest utility (i.e. satisfaction) in a marketed context. The term
"rationality"
(2)______ 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 (3)______ 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 (4)______
assume that consumers always attempt to select alternatives that, in
their view, serve to minimize satisfaction. Obviously, the assessment of
satisfaction (5)______ 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
(6)______ irrational to an outside observer may
be perfect rational within the context
(7)______ 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
(8)______ 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"
(9)______ 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
(10)______ preferences.