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Excerpts

CONTENTS

Preface to the Fourth Edition

I. INTRODUCTION
A Guide to Consumerism
DAVID A. AAKER AND GEORGE S. DAY

II. PERSPECTIVES ON CONSUMERISM

A. Historical Perspectives
1. The Consumer Movement in Historical Perspective
ROBERT O. HERRMANN
2. The Great American Gyp
RALPH NADER

B. Current Perspectives
3. The Consumer's Real Needs
SIDNEY MARGOLIUS
4. Public Policy and the Marketing Practitioner -- Toward Bridging the Gap
STEPHEN A. GREYSER
5. The Theory and Practice of Swedish Consumer Policy
J. K. JOHNSSON
6. Axioms for Societal Marketing
PHILIP KOTLER
7. Consumerism Lives!...and Grows
E. PATRICK MCGUIRE

C. Disadvantaged Consumers
8. The Differing Nature of Consumerism in the Ghetto
ALAN R. ANDREASEN

Discussion Questions

III. THE PREPURCHASE PHASE: CONSUMER INFORMATION

A. Consumer Information Systems
9. The Future for Consumer Information Systems
HANS B. THORELLI
10. A Plan for Consumer Information System Development, Implementation, and Evaluation
DONALD A. DUNN AND MICHAEL L. RAY
11. Developing Corporate Consumer Information Programs
DAVID A. AAKER

B. Information Disclosure Requirements
12. Assessing the Effects of Information Disclosure Requirements
GEORGE S. DAY
13. Consumer Protection: More Information or More Regulation?
WILLIAM H. CUNNINGHAM AND ISABELLA C. M. CUNNINGHAM
14. Affirmative Disclosure of Nutrition Information and Consumers' Food Preferences: A Review
TYZOON T. TYEBJEE

Discussion Questions

IV. THE PREPURCHASE PHASE: ADVERTISING

A. Social Issues in Advertising
15. The Social and Economic Effects of Advertising
DAVID A. AAKER
16. The Cultural and Social Impact of Advertising on American Society
MARY GARDINER JONES
17. Statement before the Federal Trade Commission
DONALD M. KENDALL

B. Advertising and Children
18. Researchers Look at the "Kid Vid" Rule
SCOTT WARD
19. Can and Should the FTC Restrict Advertising to Children?
MICHAEL B. MAZIS

C. Deceptive Advertising
20. Deceptive Advertising
DAVID A. AAKER
21. Recent FTC Actions: Implications for the Advertising Strategist
ROBERT E. WILKES AND JAMES B. WILCOX

Discussion Questions

V. THE PURCHASE PHASE

A. Selling Practices
22. Caveat Emptor
WARREN O. MAGNUSON AND JEAN CARPER

B. Social Dimensions: Ecology
23. Ecological Marketing: Will the Normative Model Become Descriptive?
KARL E. HENION II
24. A New Milk Jug
THOMAS C. KINNEAR

C. Social Dimensions: Demarketing
25. The Energy Crisis and Consumer Conservation: Current Research and Action Programs
R. BRUCE HUTTON
26. Swedish Tobacco Controls -- Precedent Setting "Negative Marketing" Approach
GRAHAM T. T. MOLITOR

D. Constraints on Choice: Antitrust Issues
27. Advertising and Competition
DAVID A. AAKER
28. The Cereal Companies: Monopolists or Super Marketers?
PAUL N. BLOOM

Discussion Questions

VI. THE POSTPURCHASE PHASE

A. Warranties and Service
29. New Legislation and the Prospects for Real Warranty Reform
LAURENCE P. FELDMAN

B. Safety and Liability
30. The Mindless Pursuit of Safety
WALTER GUZZARDI, JR.
31. The Devils in the Product Liability Laws
BUSINESS WEEK
32. A Marketing Manager's Primer on Products Liability
WILLIAM L. TROMBETTA

C. Consumer Satisfaction
33. Are Consumers Satisfied?
GEORGE S. DAY

Discussion Questions

VII. RESPONDING TO CONSUMERISM

A. Business Responses
34. Industrywide Responses to Consumerism Pressure
GEORGE S. DAY AND DAVID A. AAKER
35. Perceptual Differences in Market Transactions: A Source of Consumer Frustration
RONALD J. DORNOFF AND CLINT B. TANKERSLEY
36. Business and Society Review Corporate Responsibility Awards
BUSINESS AND SOCIETY REVIEW
37. The Courage to Work Together
C. R. SITTER

B. Governmental Regulation
38. Regulation: Asking the Right Questions
PETER H. SCHUCK
39. Some Difficulties in Measuring the Costs and Benefits of Regulation
RICHARD B. ROSS
40. Measuring the Cost of Regulation
R. LEE BRUMMET
41. Crying Wolf
JOAN CLAYBROOK

Discussion Questions
Index