Contemporary Qualitative Consumer Research Grew Out of ________

Contemporary qualitative consumer research grew out of ________.

A) the belief that consumers generally select those products and services that give them the highest satisfaction
B) the belief that consumers generally select those products and services that carry the lowest cost
C) the belief that consumers always know what they want
D) the belief that consumers always understand why they do the things they do
E) the need to uncover consumers' subconscious or hidden motivations in the context of buying and consumption.