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.

“Here, waiter! Look at your soup. What’s this? Is it vegetable soup? No. It’s fly(苍蝇) soup! Look at the bluebottle! Terrible! Pour it onto the face of the cook. Who wants such a wonderful soup?” shouted a middle-aged lady. In less than a second, the customers gathered around her table. A young waiter was already holding the soup plate, searching for the fly with a spoon. The lady was angry. The manager came out to see what the trouble was. “Bring her another bowl of soup” was his order. The lady wanted to show the fly to the manager. As she reached for the spoon, she pointed at something blue in it. “Look, that’s the fly!” she shouted.

The crowd pressed closer and stared at the spoon in the young waiter’s hand. Just before they could see it clearly, the man put the spoon full of soup into his mouth. Biting slightly, after a while, he smiled and nodded, “It’s really a piece of burnt green onion. I firmly believe that is worthy of our fame.” On hearing this, people laughed and walked away. The woman was at a loss and didn’t know if she could drink the soup or leave it there.

The whole incident lasted only a few minutes. Not long after that the waiter who had saved the restaurant form disgrace (不光彩) soon got a rise.

1. The “bluebottle” the lady mentioned means          .

A. a kind of soup          B. a kind of fly             C. the soup plate           D. the spoon

2. Seeing what had happened, the manager          .

A. knew that the fault would make this restaurant lose face

B. scolded the waiter to smooth down (消除) the lady’s anger

C. said sorry to the woman for the soup

D. sent away the cook who had caused so much trouble

3. Form the passage we can infer that the young waiter ate the fly, just because       .

A. it’s really his fault to make the lady angry

B. he didn’t want others to drive the cook out of the restaurant

C. he wanted to show what he ate was nothing but a piece of green onion

D. he was afraid he would be sent away by the manager

4. The young waiter saved the restaurant’s fame by           .

A. eating the fly in soup                  B. telling the truth to everyone

C. saying sorry to the lady                D. pointing out what the lady said was wrong