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

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.