What type of motive refers to the reasons based on personal preferences and relationships?

The correct answer, which refers to the type of motive based on personal preferences and relationships, is patronage motives. Patronage motives are specifically connected to the loyalty or preference a consumer has for a particular brand or business due to personal feelings, experiences, or relationships that influence their buying decisions. These motives often encompass factors like familiarity with a brand, social ties, or emotional connections established over time.

For instance, a consumer might continue purchasing from a brand they feel a strong connection to or one that aligns with their personal values, even if competing options are available that could be perceived as better or cheaper.

The other types of motives do not focus primarily on personal relationships or preferences. Emotional motives pertain to feelings and affective responses that can also influence buying behavior, while rational motives are driven by logic and concrete factors such as price and quality. Psychological motives involve intrinsic factors that impact a consumer's behavior on a broader psychological level, which may include emotions but do not specifically address personal relationships in the same manner as patronage motives do.