消费作为消费者的一种主观意愿，它与理性消费价值（Rational Consumption Value）是相对应的，顾客在进行消费决策的时候不是基于产品经济效用分析，更多的是受到非理性情绪的影响的临时决定。
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如果经济学是完全理性的，境外旅行者就应当依据外币所能兑换的本国货币价值来消费。
IF RATIONALITY reigned supreme in economics, travellers would spend their foreign cash based upon its value in the currency of their home country.
结果显示，山东省城镇居民对体育消费总体上持肯定态度，体育健身消费的价值取向 逐渐趋向理性；
The result shows that their attitude of sports consumption of citizens is positive, and value of sports consumption of citizens is rational.
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