Many Researchers Believe That It Is Wrong to Use Motivational

Many researchers believe that it is wrong to use motivational research, largely based on Freudian theories, to study customers. Why?

A) Freudian theories have been shown not to apply to modern consumers.
B) Although the theories appear to have applications in psychological studies, they cannot be successfully used to predict what happens in the marketplace.
C) The attempt was flawed in the first place because personality theories have been found to be unrelated to motivation.
D) Some researchers believe that motivational research is not valid or reliable, while others worry that it is too powerful and may allow marketers to subconsciously manipulate consumers.