Are there consumer motives that cannot be expressed, because the consumer cannot admit to them? When consumers

❸ Are there consumer motives that cannot be expressed, because the consumer cannot admit to them? When consumers buy an oral hygiene product because it removes bad breath, it may be a precautionary measure or it may be because they have been told by their dentist that they have halitosis due to gum disease. However, there are products that consumers buy where they cannot admit the real reason, even to themselves. Might this be the case where an older male buys a bright red sports car? Explain your answer. Suggest other purchases where there might also be hidden motives.

(Learning Objective 2) (AACSB: Reflective Thinking)