Abstract:

In the U.S. the Federal government is now participating more actively in marketing activities. It does so to reflect consumer interests and protect consumer welfare. Decisions reached by government regulators have far reaching effect on such marketing activities as product development, pricing, advertising, packaging, labelling and branding. Federal regulators have the responsibility of making rules that reflect consumer interests as well as those of business and the society at large. This exploratory research investigates the characteristics of those consumers who participate actively in the Federal rule-making processes. The following issues are investigated. Are the attitudes of involved consumers congruent with those held by industry and Federal regulators? Are involved consumers really concerned with a specific issue or are they consumer activists? Do involved consumers exhibit the same characteristics as consumers in general?