A difficulty in the study of motives is that ________.
A) motives cannot be observed; they must be inferred
B) a researcher needs to distinguish between rational and irrational motives
C) motives are based on perceived risk
D) a consumer's motives may be related to lifestyle

Question

Quizplus · Accepted Answer

Motives are internal and psychological states that drive behavior, and as such, they cannot be directly observed. Rather, they must be inferred from external behavior or self-reported attitudes and beliefs.

A Difficulty in the Study of Motives Is That ________