Some consumer researchers distinguish {{U}}(1) {{/U}} "rational" motives and "emotional" (or "non-rational") motives. They use the term "rationality" {{U}}(2) {{/U}} the traditional economic sense that assumes {{U}}(3) {{/U}} consumers behave rationally when they carefully consider all alternatives {{U}}(4) {{/U}} choose those that give them the greatest utility (i.e., satisfaction). {{U}}(5) {{/U}} a marketing context, the term "rationality" implies that the consumer selects goods based {{U}}(6) {{/U}} totally objective criteria, such {{U}}(7) {{/U}} size, weight, price, and so on. "Emotional" motives imply the selection of goods {{U}}(8) {{/U}} to personal or subjective criteria—the desire {{U}}(9) {{/U}} individuality, pride, fear, affection or status.
The assumption underlying this distinction is {{U}}(10) {{/U}} subjective or emotional criteria do not maximize utility or satisfaction. {{U}}(11) {{/U}}, it is reasonable to assume that consumers always attempt to select alternatives that, {{U}}(12) {{/U}} their view, serve to maximize satisfaction. Obviously, the assessment of satisfaction is a very personal process, based {{U}}(13) {{/U}} the individual's own needs as {{U}}(14) {{/U}} as on past behavioral, social, and learning experiences. What may appear {{U}}(15) {{/U}} irrational to an outside observer may be perfectly rational {{U}}(16) {{/U}} 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. {{U}}(17) {{/U}} behavior did not appear rational to the person who undertakes it {{U}}(18) {{/U}} the time that it is undertaken, obviously he or she would not do it. {{U}}(19) {{/U}} the distinction between rational and emotional motives does not appear to be warranted.
Some researchers go so far {{U}}(20) {{/U}} to suggest that emphasis {{U}}(21) {{/U}} "needs" obscures the rational, or conscious, nature of most consumer motivation. They claim that consumers act consciously {{U}}(22) {{/U}} maximize their gains and minimize their losses; that they act not {{U}}(23) {{/U}} subconscious drives but from rational preferences,{{U}} (24) {{/U}} what they perceive to be {{U}}(25) {{/U}} their own best interests.