1. Marketing 334 Consumer Behavior
Chapter 20
Consumer Behavior and Marketing Regulation

2. Regulation of Marketing Activities
For adults, regulation falls in to three basic areas:
Marketing communications
Product Features
Pricing
An area of growing interest is consumer privacy

3. Regulation Relating to Marketing Communications
Advertising and the Effect on Values
Consumer Information Accuracy
Corrective Advertising
Adequacy of Consumer Information

4. Regulation Relating to Products
Consumer Safety
Are they safe?
Are they environmentally sound?
Will the consumer misuse the product?

5. Regulation Relating to Pricing
Price Discrimination
External Reference

6. Regulation and Marketing to Children
Can children comprehend commercial messages?
Piaget’s stages of cognitive development
Selling intent
Words and phrases

7. Regulation and Marketing to Children
What effect does the commercial message have on children?
Values
Social Behavior
Inappropriate products

8. Regulation and Marketing to Children
Health and Safety Issues

9. Other Controversial Issues
Mobile marketing
Ringtones
Games
Contests
School marketing
In-school ads
Ads in classrooms
Sponsorships
Internet marketing