chapter  32
18 Pages

Can Consumers Be Wise? Aristotle Speaks to the 21st Century

ByDavid Glen Mick, Barry Schwartz

What does it mean to be a wise consumer? We suspect that for most people, wise in this context means shrewd; that is, someone who is not taken in by marketing hype, who negotiates good deals, and who gets what he or she wants. In this chapter, we seek to develop a much needed and richer understanding of the wise consumer.