Current Consumer Research Is Likely to Include Attention to the "Dark

question 87

Multiple Choice

Current consumer research is likely to include attention to the "dark side" of consumer behaviour. This growing emphasis refers to the fact that:

• A) it is difficult to measure the contribution of the "art" of consumer behaviour research to the corporate bottom line.
• B) many consumer behaviour findings are being stolen by competitors via computers.
• C) not all consumer behaviour or marketing activity is necessarily beneficial to society.
• D) understanding consumption for its own sake should be the focus of research rather than for the sake of making money.

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Definitions:

Accounts Receivable

The money owed to a company by its customers for goods or services that have been delivered or used but not yet paid for.

Sales

Revenues earned by a company from the sale of goods or services before any expenses are deducted.

Accounts Payable

Short-term liabilities representing amounts owed by a business to suppliers or creditors for goods and services received.

Cost of Goods Sold

The immediate expenses related to manufacturing the products a company sells, such as materials and labor.