Choice

In theory consumers have significant power in the marketplace. They have the power to choose to buy one product over another, the power to switch brands and to ignore marketing messages. Australian consumers, like their counterparts across the developed world, have almost unlimited choices. However, more choice doesn’t always mean better choice. Indeed, many of our choices may have unwanted consequences not the least over-consumption and negative environmental impact.

This excerpt comes from a forthcoming paper: 'Consumer Choice: Another Case of Deceptive Advertising'