There are elements/constituents interested in the study of consumer behavior and following is the importance of this study to regulatory bodies or laws and policy decisions to protect consumers from unfair, unsafe or inappropriate marketing practices. In 1960s, President Kennedy mandated that consumers have four basic rights: “the rights to safety, information and choice, and the right to be heard…”. Consumer study can provide important information that affects the protection of these rights. In protecting the right to be informed, consumer researchers have investigated the area of deceptive and misleading advertising determining how, when, and whether consumers are deceived or misled by advertising. An important issue in misleading advertising involves, establishing what impressions an ad creates and whether these impressions are true. For example, a nutritional product is targeted toward consumers who are HIV positive. A person depicted in the ad states that since he found......

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Title: Consumer Behaviour
Approximate Word Count: 711
Approximate Pages: 3 (250 words per double-spaced page)

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