Synopses & Reviews
The new edition of this highly acclaimed anthology continues to provide the most comprehensive, rigorously balanced survey available of modern consumerism. Written by a wide range of experts, the 42 articles -- half of them new to this edition -- cover today's most important consumer and public policy issues: advertising and the disclosure of consumer information, selling practices, anti-trust issues and competition, product safety, liability, and consumer satisfaction. As in previous editions, the articles are arranged according to the steps in the purchase process.
New to this edition are detailed discussions of such current issues as the costs and benefits of government regulation, advertising to children, consumer information systems, and demarketing (encouraging consumers to use less of such products as tobacco and energy). The final section assesses the response of business and industry to consumer pressures.
Review
Journal of Business Education ...comprehensive and clear...invaluable to the person who wishes to get an overview of the subject...a well-balanced fare for the person who wants...a complete and a total unbiased understanding of consumption.
Review
Journal of Marketing Although a number of consumerism or social marketing books have been published in the last few years, this collection...justifiably continues to be one of the most widely used sources in the field...Logically organized, timely, and...thought-provoking....
Review
Journal of Consumer Affairs ...presents enough material to serve as a major text for a college course...deals with the problem areas from more than one point of view....avoids the moralistic or 'side of the angels' tone that pervades so much of the consumer literature. It has a further advantage in that the readings encourage students to openly take issue with each other on some of the problems...
Synopsis
The new edition of this highly acclaimed anthology continues to provide the most comprehensive, rigorously balanced survey available of modern consumerism. Written by a wide range of experts, the 42 articles--half of them new to this edition--cover today's most important consumer and public policy issues: advertising and the disclosure of consumer information, selling practices, anti-trust issues and competition, product safety, liability, and consumer satisfaction. As in previous editions, the articles are arranged according to the steps in the process.
New to this edition are detailed discussions of such current issues as the costs and benefits of government regulation, advertising to children, consumer information systems, and demarketing (encouraging consumers to use less of such products astobacco and energy). The final section assesses the response of business and industry to consumer pressures.
About the Author
David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (co-authored with Eric Joachimsthaler).
Table of Contents
CONTENTSPreface 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