Americans hold dear their right to be free to make choices and not be forced to buy or use any product. Consumer autonomy refers to this belief. Consumer autonomy can be defined as the aptitude and character to choose products rationally while being able to review and reject them based on a person’s feelings or research. People should not accept blindly and unconditionally an advertiser’s claims. However, many advertisers “toe the line” in trying to convince people to buy their products and infringing on the autonomy of their prospective customers.
It can be hard to determine without question whether an advertisement violates consumer autonomy. However, I believe violations happen more often than consumers would like or even notice. Mostly, the violations occur on a subliminal level and cater to those who may not have the faculties available to discern the truth. Examples of those unable to discern the violations are children, the mentally ill or the uneducated. However, anyone can be susceptible to violations to consumer autonomy.
One specific practice advertisers use often relates to the perception that their product projects a specific aura around the user. One such advertiser is Apple. Apple’s recent commercials depict two people in different lights. One person is a cool, hip looking young man who does not appear to have a worry in the world. The other is an awkwardly dressed, non-cool looking guy who is often abnormally trying to accomplish a less than desirable task. The cool person uses an Apple computer while the non-cool person uses Windows. This example is an obvious attempt by Apple to convince consumers their products are in vogue and can make your life easier while making you cool. Windows users are people who are abnormal and not worthy of imitation. Individuals who cannot recognize the unlikeliness of suddenly becoming cool or hip due to the type of computer they use are at risk of losing their autonomy. I agree people generally want to be seen as cool; but, Apple’s assertion about the type of computer you use actually having anything to do with a person’s status or acceptance is false. This violation ultimately relates to Apple’s attempt to control the behavior of consumers: Buy our product or be a nerd.
Another example of a practice I believe violates consumer autonomy relates to advertisers attempting to generate a need for the consumer. In my opinion, the cosmetic industry attempts to do this most often. Many cosmetic companies attempt to make women believe they have a need for various creams and moisturizers to fight off the effects of aging. But, the amount of different products needed to maintain a youthful appearance is staggering. My wife is a Mary Kay consultant who sells cosmetics and skin care directly to consumers.
I asked her to list the products Mary Kay promotes for just the face. I was amazed. Remember, a woman “needs” all of this stuff if she wishes to keep her face looking young: Cleanser to clean the face, toner to neutralize free radicals, mask to remove dry skin cells, moisturizer to keep the skin supple, eye cream to prevent wrinkles and crow’s feet, micro-derm-abrasion to refine skin and remove dead cells, night cream to help with moisturizing, oil control lotion to minimize oil, eye revitalizer to minimize puffiness of the eyes, lip mask to remove dead skin from the lips and lip balm to moisturize the lips. One word: WOW! I believe the cosmetics industry has created the need for all of these products and portray women who do not use them as destined to look like an old worn baseball glove. Clearly, this is a violation of consumer autonomy.
These violations of consumer autonomy can be avoided by changing the overall tone and message of each advertiser. In Apple’s case, I think it would be best to actually show the consumer why their product is superior. I like the idea of showing me how making a quick movie is easier on an Apple. Show me how music is easier to manage and how I can save time through the use of their products. In other words, show me comparisons of the operation of an Apple computer opposed to the operation of a Windows computer. Doing this will allow the consumer to decide which product is better.
Cosmetic companies can avoid violations by showing data relating to the use of their products. I believe consumers are smart enough to understand time elapsed pictures and videos illustrating the effects of their products. Also, consumers can judge if the effects seen on a variety of women actually warrant the expense of their products. These changes illustrate a way to allow the consumer to decide if they want or need the products based on their own values and needs.
I believe these measures are fair to the businesses. However, I am afraid the businesses would not agree. I believe if every product’s true measure of quality and capabilities were the main focus on many products would be deemed not needed or too expensive for the benefits. I can see the frowns on the faces of advertisers who feel the need to generate a need for their products and control the behavior of consumers. However, I am happy to keep autonomy and a couple of wrinkles.
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Works Cited
Desjardins, Joseph. An Introduction to Business Ethics. 3rd ed. New York: McGraw-Hill, 2009.