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 that, ---|||________|||---(12) their view, serve to maximize satisfaction. Obviously, the assessment of satisfaction is a very personal process, based ---|||________|||---(13) the individual''s own needs as ---|||________|||---(14) as on past behavioral, social, and learning experiences. What may appear ---|||________|||---(15) irrational to an outside observer may be perfectly rational ---|||________|||---(16) 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. ---|||________|||---(17) behavior did not appear rational to the person who undertakes it ---|||________|||--- (18) the time that it is undertaken, obviously he or she would not do it. ---|||________|||---(19) the distinction between rational and emotional motives does not appear to be warranted.
Some researchers go so far ---|||________|||---(20) to suggest that emphasis ---|||________|||--- (21) "needs" obscures the rational, or conscious, nature of most consumer motivation. They claim that con?sumers act consciously ---|||________|||---(22) maximize their gains and minimize their losses; that they act not ---|||________|||---(23) subconscious drives but from rational preferences, ---|||________|||---(24) what they perceive to be ---|||________|||---(25) their own best interests.
【正确答案】习惯搭配。distinguish between分辨、区分。between后原文中有and一词，正好与between搭配。---|||---习惯搭配。in…sense从……意义上来说。---|||---结构搭配。在此引导的是宾语从句。---|||---结构搭配。这里的choose和behave是并列关系，主语相同，应该用and连接。---|||---习惯搭配。in the context of在……情况下。---|||---习惯搭配。base on根据，以……为基础：The marketing strategy is based on a study of consumer spending．他们的营销策略是根据对消费者花钱的情况所做的研究而制定的。---|||---习惯搭配。such as例如。---|||---习惯搭配。according to依据、根据。---|||---习惯搭配。desire for对……的渴望。---|||---结构搭配。is后是完整的一句话，因此这里是需要连词that来引导这个表语从句。---|||---语境搭配。前后两句有转折的意味，however用做插入语，正合适。---|||---习惯搭配。in one's view在……看来。---|||---习惯搭配。---|||---习惯搭配。individual needs和personal experience是并列关系因此用well一词，构成as well as也、还、而且。---|||---语境搭配。根据句意，这里可以使用appear to be或appear as。因为只能填一个词，则用as。---|||---语境搭配。本句末有field“领域”一词，所以填within，指这个领域之内。---|||---结构搭配。本句是虚拟条件句，对现在情况的假设。---|||---结构搭配。这里应该需要像when一样的连词，at the time可以作为连接词引导时间状语从句。---|||---语境搭配。这里需要一个副词表示因果关系，对上文总结。therefore常引出一个结论，它比so更书面语，推理更严格。---|||---习惯搭配。so…as to结构，后面跟不定式作状语。---|||---词语搭配。固定用法emphasis on／upon强调、注重。---|||---结构搭配。这里只能用不定式放在两个动词之间作目的状语。---|||---结构搭配。not部分和后面的but from是平行结构。---|||---结构搭配。连词or后面的从句是act from的宾语，与前两个from后面的宾语是并列关系。---|||---习惯搭配。固定用法in sb.'s interest对某人有好处、有益。