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References (5)
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Ruby Morris, C. Bronson (1969)
The Chaos of Competition Indicated by Consumer ReportsJournal of Marketing, 33
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Spitze Spitze (May 1968)
Toward a Definition of Homemaker LiteracyJournal of Home Economics, 60
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F. Cook (1969)
Nutrition education via people-to-peopleJournal of Nutrition Education, 1
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G. Urban (1969)
A Mathematical Modeling Approach to Product Line DecisionsJournal of Marketing Research, 6
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P. Green (1963)
Bayesian Decision Theory in Pricing StrategyJournal of Marketing, 27
- Publisher
- Wiley
- Copyright
- Copyright © 1972 Wiley Subscription Services, Inc., A Wiley Company
- ISSN
- 0022-0078
- eISSN
- 1745-6606
- DOI
- 10.1111/j.1745-6606.1972.tb00512.x
- Publisher site
- See Article on Publisher Site
Abstract
In this paper the markets in which individual consumers buy goods and services are analyzed in accordance with the economic theory of market organization. The poor market performance characteristics identified by those in the consumerism movement are found to be consistent with expectations based on this theory. The possibility of achieving efficient market performance through consumer education programs is rejected. At best it would be an inefficient means to the desired end. Several alternative means are suggested for further consideration. They involve changes in the rules under which the economic system operates and therefore will not be easy to achieve.
Journal
Journal of Consumer Affairs – Wiley
Published: Dec 1, 1972