A Test of Consumer Awareness for Adults

The purpose of this study was to develop an instrument to measure adult awareness of consumer product/service information sources, consumer protection laws and channels of recourse. The process included identification of prevalent consumer problems, development of test items based on the identified problems, and assessments of the content validity and the reliability of the instrument. The process of construct validity was initiated by developing and testing hypotheses concerning the relationships between scores on the instrument and selected socio-economic characteristics of consumers. Low consumer awareness scores were predominant, supporting the need for consumer education for adults.     

Selecting Pesticides and Nonchemical Alternatives: Green Thumbs' Rules of Thumb Decision Tools

This study of a sample of home gardeners indicates that rules of thumb, or heuristics, are used to select between chemical pesticides and nonchemical alternatives. Such rules of thumb serve to simplify otherwise complicated choice decisions. Heuristics commonly used to choose pesticides include how safe, effective, efficacious, and economical they are, whereas for alternative products consumers more often take into account convenience, efficiency, competency, and handiness. Generally, in an overall ranking of 24 individual choice attributes, pesticies rank low on these attributes where alternatives rank high and vice versa. Gender, age, and years using pesticides are significantly correlated with pesticide selection.     

Cost and Quality Factors in Parents' Choice of After-School Child Care

The child care choice of parents has been a prime item of policy discussion at all levels of government in recent years. Researchers have responded by examining aspects of cost and quality of care and their implications for the family. One area in which the research effort is in its early stage is after-school child care. This paper presents an attempt to implement a test of a model of child care choice, adapted to after-school care. The results of the implementation are reported and recommendations made for the development of a larger-scale data base.     

Quality,Choice, and the Economics of Concealment: The Marketing of Lemons

The quantity of hazardous or ineffective products on national and international markets is higher than can be explained by current theory. Research has shown that “lemons” can indeed occur and it has specified roles for (a) potential future purchases and (b) seller reputation. This paper explores incentives facing sellers of goods containing one or more negative characteristics. The economics of concealment provides the conditions under which some sellers use resources to interfere with quality signals. This allows, at the extreme, a class of product which is a “pure lemon” in that its very existence would not be justified if consumers were fully informed. The paper identifies important variables which have direct policy implications for regulation and for consumer welfare.     

Alternatives for Increasing Media Choice in Concentrated Markets

The nature of market concentration in the mass media industries and its implications for diversity of consumer choice are examined. Criteria for evaluating policy alternatives that might increase consumer choice are developed. The policy alternatives evaluated using these criteria are: breaking up large media corporations; growth of cable television; government assistance in financing alternative media; an excise tax on media “excess profits” for alternative media; regulating to ensure greater content diversity; de-regulation; de-regulation with community control; and, increasing diversity through media labor union contracts.     

Shoppers' Reactions to Supermarket Price Scanning and Shopper Price Marking

Supermarkets are starting to adopt price scanning checkouts. Other supermarkets, both scanner equipped and non-scanner equipped, are removing individual item prices. Although much has been written, especially in the retail trade press, about the advantages to retailers of scanner check-outs little attention has been paid to shopper reactions. This study sought to determine the attitudes and behavior of shoppers at scanner equiped supermarkets. Some user reactions to self-price marking of purchases was also determined.     

Analyzing Cost Differences in Life Insurance

Several indexes for comparing the cost of life insurance policies are currently available. A variety of criticisms of these indexes has been offered. This paper identifies an additional problem: consumers may lack confidence in index values because they do not reconcile with data about company performance (e.g., lapse ratios, returns on invested assets). Analysis results suggest that policy costs are as much a function of actuarial manipulation for marketing advantage as of commonly cited textbook factors (mortality, interest, expenses) and competitive factors (lapse ratio, average policy size).