A Comment on Capon and Lutz's Model and Methodology for the Development of Consumer Information Programs

THE desirability of improved consumer information environments is a well-accepted concept. Little agreement exists, however, on either the specific goals for improved environments or the methods for achieving them (Capon and Lutz 1979). The literature on consumerism reflects the ideological inconsistency between what consumers know and what they ought to know (Engel et al. 1978), and concepts advocated by special interest groups (e.g., consumer activists or corporate lobbyists) or by marketing experts (e.g., advocates of consumer education, Thorelli 1972) tend to be prescriptive in nature. Marketing scholars have repeatedly criticized the information programs, especially those developed by the government, on the grounds they lack a real understanding of consumer needs and behavior in the information area (Bettman 1975, Capon and Lutz 1979, Cohen 1969, and Wilkie and Gardner 1974). These scholars generally advocate the development of consumer oriented information programs based on data input from consumers. While the focus has been on the need for such data, little has been written about how these inputs should be used to determine public policies and actions. Will the availability of such data