[填空题]Some consumer researchers distinguish (1) "rational" motives and "emotional" (or "non-rational") motives. They use the term "rationality" (2) the traditional economic sense that assumes (3) consumers behave rationally when they carefully consider all alternatives (4) choose those that give them the greatest utility (i.e., satisfaction). (5) a marketing context, the term "rationality" implies that the consumer selects goods based (6) totally objective criteria, such (7) size, weight, price, and so on. "Emotional" motives imply the selection of goods (8) to personal or subjective criteria—the desire (9) individuality, pride, fear, affection or status.
The assumption underlying this distinction is (10) subjective or emotional criteria do not maximize utility or satisfaction. (11) , it is reasonable to assume that consumers always attempt to select alternatives tha

[填空题]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 (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 sa