Separating FACT FROM FICTION Chapter 3.3

Developing Consumer Skills Going to the source Evaluating Advertisements Food Myths

Going to the source Have you ever heard, “a recent study shows” or “scientists have found”? Who is doing the research? Are they Credible Bias Tendency to be swayed towards a particular conclusion Be wary if manufactures are the funding Read past the headlines Consider the body of evidence Study design The approach used by researchers to investigate a claim

Evaluating Advertisements Techniques used: Limited information Only the facts that will encourage you to buy Positive images Images of things that people feel positively about such as friendship or a good appearance Celebrity endorsements Scare tactics Play on peoples fears (aging, smell, medical issue)

Evaluating Advertisements Appeal to basic needs Why the product meets a need for security or self esteem. Product will make you look or feel better False claims Ads may make claims that are nut true, such as fast or guaranteed results If it sounds too good to be true it probably is. Infomercials Made to look like regular consumer programs or new reports

Food Myths Some handed down through generations Fads

Activity The power of persuasion Reverse psychology

Grocery Store questions for discussion – test your IQ What is the purpose of background music in the store? Explain which is cheaper for the consumer – to bag their own groceries or to have them bagged? How do displays help to sell food? When samples are given out, how does it affect sales? When you are in a store and food samples are given out; do you eat what you can, refuse the food, purchase the product or walk away? In what ways does the store strategically place items throughout the store to attract small children? Explain the pros and cons to using coupons while shopping. Explain how ad specials from newspapers bring people into the store to buy other items as well as the sale ones? What are some of the ways, that the store arranges and places food items throughout the store to attract the consumer to buy more? (milk, eggs, bread)

Grocery Store questions for discussion What are the advantages to having an in-store bakery? Why are stores offering other services to the consumer besides selling groceries? Are bulk sales increasing or decreasing in popularity? What are some problems with selling products by the bulk? What are the advantages of selling seafood in the meat department as well as beef and poultry? Is there an advantage to having an in-store deli? Explain how the consumer benefits from stores having a salad, soup, and sandwich bar. When is the best time during the day for a person to shop and why? What day during the week is the best for a person to shop and why? What is your opinion about having the store shop and deliver your groceries to your door?