Consumerism Book

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. TheSocial 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