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.

They like using the Internet. They have lots of pocket money to spend. And they spend a higher proportion of it online than the rest of us. Teenagers are just the sort of people an online seller is interested in, and the things they want to buy－games, CDs and clothing－are easily sold on the Web.

But paying online is a tricky business for consumers who are too young to own credit cards. Most have to use a parent’s card. They want a facility that allows them to spend money.

That may come sooner than they think: new ways to take pocket money into cyber (网络的) space are coming out rapidly on both sides of the Atlantic. If successful, these products can stimulate online sales.

In general, teenagers spend huge amounts: $153bn (billion) in the US last year and ￡20bn annually in the UK. Most teenagers have access to the Internet at home or at school－88 percent in the US, 69 percent in the UK. According to the Jupiter Research, one in eight of those with Internet access has bought something online－mainly CDs and books.

In most cases, parents pay for these purchases with credit cards, an arrangement that is often unsatisfactory for them and their children. Pressing parents to spend online is less productive than pressing on the high street. They are more likely to ask “Why?” if you ask to spend some money online.

One way to help teenagers change notes and coins into cybercash is through prepaid cards such as InternetCash in the US and Smart cards in the UK. Similar to those for pay-as-you-go mobile telephones, they are sold in amounts such as￡20 or $50 with a concealed 14-digit number that can be used to load the cash into an online account.

小题1: What does the word “They” in paragraph 1 refer to?

A．Sellers.

B．Buyers.

C．Teenagers.

D．Parents.小题2:According to the passage, which of the following statements is TRUE?

A．More than half of the teenagers in the US and the UK have Internet access.

B．Teenagers pay for goods online with their own credit cards.

C．Most teenagers in the US and the UK have bought something online.

D．Teenagers found it easier to persuade parents to buy online than in a shop.小题3:New way to help teenagers shop online is to use ______.

A．a new machine

B．special coins and notes

C．prepaid cards

D．pay-as-you-go mobile phones小题4:What is the passage mainly about?

A．Online shopping traps.

B．Internet users in the US and the UK.

C．New credit cards for parents.

D．The arrival of cyber pocket money.