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

Question

Quizplus · Accepted Answer

Motives are often based on self-reports, which can be unreliable due to biases or inaccuracies in how individuals perceive and report their own motivations.

A Difficulty in the Study of Motives Is That _____