首页
登录
职称英语
1 Some consumer researchers distinguish between so-called rational motives
1 Some consumer researchers distinguish between so-called rational motives
游客
2023-12-19
7
管理
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. [br] The author seems to suggest getting to know ______ is critical to market success.
选项
A、consumers’ problems
B、consumers’ motives
C、consumers’ experience
D、consumers’ needs
答案
A
解析
本题为细节理解题。据第4段最后1句可知。
转载请注明原文地址:https://www.tihaiku.com/zcyy/3287937.html
相关试题推荐
[originaltext]QuestionNo.6Accordingtosomeresearchers,menwhoeatcooked
[originaltext]QuestionNo.6Accordingtosomeresearchers,menwhoeatcooked
Whybankruptyourselfinaso-calledoldpeople’shome?Tryahealthspa—it
Afteradecades-longsearchforamanageablebalancebetweenmotherhoodand
Afteradecades-longsearchforamanageablebalancebetweenmotherhoodand
Afteradecades-longsearchforamanageablebalancebetweenmotherhoodand
Afteradecades-longsearchforamanageablebalancebetweenmotherhoodand
Afteradecades-longsearchforamanageablebalancebetweenmotherhoodand
[originaltext](1)GoodeveningLadiesandGentlemen,distinguishedguests:It’s
ResearchersatMITaredevelopingnewtechnologyforconvertingheatintoli
随机试题
[originaltext]Manypeopleencounterdifficultieswhentryingtomakefriends
Whatisthemeaningrelationshipbetweenflowerandtulip?A、Polysemy.B、Homonymy
Certainurbanproblemsarecommontobothdevelopedanddevelopingcountries
Acrobat可以直接用"打开"命令将下列哪种格式的图象文件直接转换为PDF文
根据自我意识的结构形式,自信、自强分别属于()A.自我认识与自我体验 B.自
分析史基别里特作品《慢板》的谱例: (1)说明曲式名称,画出结构图示,写出调式
针对审计实施方案时,以下说法不恰当的有()。A.实施审计时,应当持续关注已
下列选项中,适合采用集中培训方式的是()。A.高层培训 B.管理培训 C.
女性,60岁,体重50g,以往无心血管病史,走路不慎,滑入刚溶的石灰水中,两下肢
经济全球化的具体类型包括( )。A.贸易全球化 B.生产全球化 C.金融全
最新回复
(
0
)