A difficulty in the study of motives is that ________.

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A difficulty in the study of motives is that ________.

A difficulty in the study of motives is that ________.
A) it is based on self-reports of consumers
B) a researcher needs to distinguish between rational and irrational motives
C) a consumer's motives may be related to his/her demographic characteristics
D) motives can be observed

Textbook

Retail Management: A Strategic Approach

Edition: 12^th

Authors: Berman, Evans

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