Documente Academic
Documente Profesional
Documente Cultură
Prof.Mowen
S.Victor Anandkumar
University of Mauritius
Consumerism:
Some definitions «
!
!
!
But why?
Disillusionment with the system
The performance gap
The consumer information gap
Antagonism toward advertising
Impersonal and unresponsive marketing institutions
Intrusions of privacy
Different views of the marketplace
The focus is on Consumer Rights!
Right to safety
Right to be informed
Right to choose
Right to be heard
Right to consumer education
Right to recourse and redress
Right to an environment that enhances
the quality of life
Major Public Policy Issues
Deceptive advertising
Advertising to children
Telemarketing fraud
Deceptive Advertising
An advertisement which is potentially misleading or
literally false is deceptive.
Potentially misleading ads are difficult to evaluate
because miscomprehension may often occur.
Types of deception
Ô
Deceptive selling
!
Advertising to Children
Other measures:
Using a between the program and the ad
Ban on host selling
Encourage truthful and accurate advertising that recognizes
children¶s cognitive limitations
Telemarketing Fraud
% Compulsive buying Addictive consumption
Smoking
Drugs
Alcohol
rumors represent wishful thinking on
the part of the circulators.
The
rumor is a fear rumor that spooks the
market place.
rumors are based on a perception
of what could happen in the future if something
else were to occur.
In
rumors individuals spread
rumors that may help them financially or
otherwise.