Marketers need to rethink how we go about segmenting our markets, as markets are fragmenting, about how our consumers choose offerings, because they are irrational as well as rational beings, and being careful not to characterize them as being of one type as we display different selves in purchasing and consumption. This approach is referred to as:

a) Postmodernist perspective.

b) Modernist perspective.

c) Critical perspective.

d) Interpretive perspective.