Abstract
T HE legal aspects of marketing have been a continuing concern of marketing scholars and practitioners. This is evidenced by the appearance in the business literature of a large number of articles dealing with recent Federal Trade Commission rulings, Supreme Court rulings, and new areas of federal and state legislation affecting marketing activities.' The few empirical studies in this area have investigated important but rather narrow issues, such as the effectiveness of corrective advertising,2 nutrition labeling of canhed foods,3 retailers' reactions to laws limiting interest rates,4 and consumers' attitudes toward and knowledge of one state's cooling-off law.5 The scope of the present research is broader than that of the previous studies. Its objective was to determine how much individuals in various sectors of society know about the consumer protection laws and their rights as consumers.
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