• consumer research deals with: 
• decision making
• product usage
• disposition 

• Need recognition 
• Info search
• Evaluation of alternatives
• Purchase descision
• Purchase evaluation

• how we use our products
• Underutilization: a consumer uses a product but only a small fraction of the extent to which they intended to use it

• impulsiveness
• sale items
• functional problems withe the product
• self-consciousnes
• loss of interest
• lifestyle changes

attribute based choices

To sell a product, marketer extols the virtues of care/service one gets outside of the use of the product 

• If a product has warranty, that must mean it must be good (an attribute of the product)
• sometimes consumers even use the country of manufacture as an indicator of quality

_______ rationality

• we have a limited capacity to understand information and process it. Ex: we can only understand the fine print of warranties to a certain extent
• therefore we make constructive choices: based on the information at hand at the time. 

• extended warranties
• they are NOT warranties
• they are really repair insurance
• A service contract, like a warranty, provides repair and/or maintenance for a specific time period. Warranties, however, are included in the price of the product, while service contracts cost extra and are sold separately.
• they are the most profitable part of the sale
• usually a bad deal for the consumer b/c only 12-20% of the money paid is ever used to pay for repairs or claims
• people often lose contracts or forget they even have them
• you are better off taking the money you would have spent and putting it in a repair fun

yes, consumers should complain to appropriate agencies, consumer organizations, and companies such as the FTC, FDA, CPSC, National Consumers League 

• call centers are usually located on the back printed on the product. (800 #s) 

1. Cross selling: if you return the item you dont get your money back but instead get store credit. ex: pitaya
2. The viral effect: consumers who complain in volume on the internet

• The Consumer Product Safety Commission (CPSC) keeps statistics on injuries with many different kinds of products. 

Safety critics say:

• consumers should look out for themselves
• standards of products raise the price on them
• too much govt gives power to those at the top
• too many regualtions limit freedom

Types of Accidents:

• Rollover: dangerous bc of the centripetal force
• T-bone: cars are more vulnerable to side impact collisions bc of the smaller crumple zone
• Head-on: many advances have been made in this area
• Off-center: creates an asymmetic force on the car causing a loss of control 

• The NHTSA conducts tests to estb. safety guidelines

• Part of the department of transportation
• responsible for the safety of air travel for the general flying public, including developing safety regulations

• Be wary of home improvement frauds
• avoid contractors who sell _____
• very low bids are warning signs
• check quality of materials used. 

• comparison shop to get the best prices
• be wary of travel frauds, you ever rarely get a free vacation 

• if you ever recieve unsolicited merchandise you may keep it but if you suspect foul play, report your suspicions

• check with the Better Business Bureau to see if it is a legitimate charity
• if the charity doesnt spend at least 25% of the money recieved on who it is supposed to help it is not an efficient charity

• today there are concerns for the environment so it is important with how people are disposing theirr products
• their is a growing proportion of global markets
• our biggest export to china is...recycling material aka trash