For a wrong word, underline the wrong word and write the correct one in the blank provided at the end of the line. For a missing word, mark the position of the missing word with a "∧" sign and write the word you believe to be missing in the blank provided at the end of the line. For an unnecessary word, cross the unnecessary word with a slash "—" and put the word in the blank provided at the end of the line. 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 greatestutility (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 theirview, serve to minimize satisfaction. Obviously, the assessment of satisfaction (5)______is a very personal process, based on the individual’s own needs as wellas on past behavior, social, and learning experiences. What may appear as (6)______irrational to an outside observer may be perfect rational within the context (7)______of the consumer’s own psychological field. If behavior did not appear rationalto the person who undertakes at the time that it is undertaken, obviously (8)______ 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" (9)______obscures the rational, or conscious, nature of most consumer motivation. Theyclaim that consumers act consciously to maximize their gains and minimizetheir losses; that they act on not from subconscious drives but from rational (10)______preferences.