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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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解析 介词误用。emphasis后应该跟介词on表示“重视……”，例如：our English course places great emphasis on conversational skills. (我们的英语课程非常重视会话技能。)本句意为：一些研究者走得太远了，他们认为重视需求就会让多数消费者动机的理性或意识特性变得模糊。
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