Download MAKING CONSUMER CHOICES You, The Consumer How do you

MAKING CONSUMER CHOICES
You, The Consumer
How do you spend your money? On clothing? On video games? On food? You probably buy these
items and many more. Like other teens, you’re a consumer. A consumer is anyone who buys goods and
services. Besides being a consumer of goods and services, you’re also a consumer of information.
Everyday you read and hear statements about all sorts of products and services. Some of these
statements are true. Others are false or misleading. Being a wise consumer means evaluating
information carefully and making purchasing decisions based on facts. Such careful evaluation is
especially important when you purchase healthy products and services.
Using Your Purchasing Power Wisely
As you get older, you have more money to spend. Along with your increased purchasing power
comes increased responsibility. Your purchasing decisions will affect you, your family, your friends, and
even the world around you. To choose products and services wisely, you have to be an informed
consumer. You need to gather and evaluate the facts, make comparisons, and weigh your options. You
also need to be aware of the various factors that influence your decisions.
Media Messages
The various methods for communicating information are called media. Mass media are media that
can reach large groups of people. Here are some examples of mass media:

Newspapers & magazines

Books & recordings

Television & radio

The internet

Movies
All of these media are very powerful. They can convey facts and opinions to you and to millions of other
people around the world. They can entertain and amuse you. They often try to persuade you to think or
act in a particular way. Sometimes they can do all of these things at once.
Why Do You Buy?
Many different factors affect your decisions to buy a product or use a service.
1.
Your Values. Your personal beliefs about what is important play a big part in your purchasing
decisions.
2. Your Family Background. Your culture and family help shape your buying decisions.
3. The Power of Advertising. Commercials and advertisements, messages designed to get
consumers to buy a product or service, have a strong influence on your buying choices. Remember
that ads are sales tools, meant to persuade you to buy a product or service.
4. The Influence of Your Peers. The opinions of friends may be the first factor you consider when
making a decision. However, what’s right for someone else isn’t necessarily what’s right for you.
5. The Cost of a Product. Price can be a determining factor. However, more expensive does not
necessarily mean better. Wise consumers shop for both quality and value.
6. The Advice of Salespeople. Store employees can help you make a purchasing decision, but the
final choice should be based on your own needs and wants – and on facts. Remember that
salespeople will tell you anything they need to just to make the sale.
Advertising is a central part of most media. Magazines overflow with advertisements. Television
programs are interrupted by commercials. More and more advertising appears on the internet.
Advertisements can be very useful. They can make you aware of various products and provide
information for your purchasing decisions. However, advertisements can also be misleading. They may
exaggerate positive aspects of a product and omit negative ones. They may blend fact and opinion in
such a way that you can’t distinguish between the two. To make wise purchasing decisions, you need to
know the facts. You must also recognize the difference between your needs (the goods or services you
must have to live) and your wants (the goods and services you would like to have but that aren’t
essential). Sometimes advertisements try to convince you that your wants and needs are the same thing.
Understanding Advertising Methods
Whether in print or on television or radio, advertisements usually fall into one of two groups:
informational ads and image ads. Both types of advertisements have the same basic purpose: to convince
you to buy a product or service.
Informational ads rely mainly on facts. They may use statistics or charts to back their claims, or
they may include the words of experts in the field. Ads that use phrases such as “nine out of ten
doctors recommend” or “90% more effective” are usually informational ads.
A special kind of informational ad is the infomercial. An infomercial is a longer TV commercial whose
main purpose appears to be to present information rather than sell a product (i.e. sham-wow!, pro-activ).
Infomercials report on everything from political candidates to the latest in home workout equipment.
Many are misleading because they look like other types of television programs. An infomercial is an
advertisement, however, even if it resembles a factual account or a scientific explanation.
Image ads link a product or service to a desirable image. They may feature a glamorous model or
famous athlete giving an endorsement, a statement of approval. Image ads may show professional
snowboarders or blissfully happy couples. Their message – stated or implied – is usually the same: This
could be you!
Being an Aware Consumer
Being a consumer is a little like being a detective. You examine the claims that manufacturers make
about the products that are available to you and ask questions. Avoid accepting advertising at face
value. Ask yourself questions when evaluating the advertisements like, “Will this product really improve
my performance?” or “Just because ‘everyone has one’, do I need one?”