Q. Current consumer research is likely to include attention to the "dark side" of consumer behaviour. This growing emphasis refers to the fact that:
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(A)
it is difficult to measure the contribution of the "art" of consumer behaviour research to the corporate bottom line
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(B)
many consumer behaviour findings are being stolen by competitors, via computers
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(C)
not all consumer behaviour or marketing activity is necessarily beneficial to society
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(D)
understanding of consumption for its own sake should be the focus of research rather than because the knowledge can be applied by marketers
✅ Correct Answer: (C)
not all consumer behaviour or marketing activity is necessarily beneficial to society