Advertising and the Consumer Movement

O THE business man, the consumer movement is a marketing symptom indicating the changing relationship between consumer buyers and sellers. These changing relationships with the accompanying changes in consumer attitudes are of a long run, continuous character. One must search beyond them for an understanding of the consumer Moreover, it is only within recent years that these consumer interests and activities have developed to such a point as to be termed a movement. The characteristic feature of this movement is the rapid development among consumers of an active interest in their economic role as consumers as differentiated from their other economic activities, as for example, producers, wage earners, etc. It is further characterized by a more or less organized effort to make effective these consumer interests. One of these end objectives is that of educating the consumer to be a wiser and more effective buyer and user of goods and services. The consumer movement is not a concerted It is made up of diverse elements and groups with varying objectives and interests. However, taken together, they make up what is now known as the consumer Care should be taken not to confuse any one organization with the The consumer movement is further