1. Separating FACT FROM FICTION
Chapter 3.3

2. Developing Consumer Skills
Going to the source
Evaluating Advertisements
Food Myths

3. Going to the source
Have you ever heard, “a recent study shows” or “scientists have found”?
Who is doing the research? Are they Credible
Bias
Tendency to be swayed towards a particular conclusion
Be wary if manufactures are the funding
Read past the headlines
Consider the body of evidence
Study design
The approach used by researchers to investigate a claim

4. Evaluating Advertisements
Techniques used:
Limited information
Only the facts that will encourage you to buy
Positive images
Images of things that people feel positively about such as friendship or a good appearance
Celebrity endorsements
Scare tactics
Play on peoples fears (aging, smell, medical issue)

5. Evaluating Advertisements
Appeal to basic needs
Why the product meets a need for security or self
esteem. Product will make you look or feel better
False claims
Ads may make claims that are nut true, such as fast or guaranteed results
If it sounds too good to be true it probably is.
Infomercials
Made to look like regular consumer programs or new reports

6. Food Myths
Some handed down through generations
Fads

7. Activity
The power of persuasion
Reverse psychology

8. Grocery Store questions for discussion – test your IQ
What is the purpose of background music in the store?
Explain which is cheaper for the consumer – to bag their own groceries or to have them bagged?
How do displays help to sell food?
When samples are given out, how does it affect sales?
When you are in a store and food samples are given out; do you eat what you can, refuse the food, purchase the product or walk away?
In what ways does the store strategically place items throughout the store to attract small children?
Explain the pros and cons to using coupons while shopping.
Explain how ad specials from newspapers bring people into the store to buy other items as well as the sale ones?
What are some of the ways, that the store arranges and places food items throughout the store to attract the consumer to buy more? (milk, eggs, bread)

9. Grocery Store questions for discussion
What are the advantages to having an in-store bakery?
Why are stores offering other services to the consumer besides selling groceries?
Are bulk sales increasing or decreasing in popularity? What are some problems with selling products by the bulk?
What are the advantages of selling seafood in the meat department as well as beef and poultry?
Is there an advantage to having an in-store deli?
Explain how the consumer benefits from stores having a salad, soup, and sandwich bar.
When is the best time during the day for a person to shop and why?
What day during the week is the best for a person to shop and why?
What is your opinion about having the store shop and deliver your groceries to your door?