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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therefore→however
解析 逻辑错误。本句前一个分句指出：在这两种区分之后的观点是主观标准不会获得最大满足。第二个分句的意思是：认为消费者总是试图做自己看来能够让自己感到满足的选择，这是合理的。显然两个分句之间没有因果关系，而是转折关系，故将therefore改为however。
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