Section 3: Cloze Test (25 points)

In the following passage, there are 25 blanks representing words that are missing from the context. You are to put back in each of the blanks the missing word. Write your answers on the ANSWER SHEET. The time for this section is 25 minutes.

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 goals based _____(6) totally objective criteria, such _____(7) size, weight, price, and so on. “Emotional” motives imply the selection of goals _____(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 consumers 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.