The Marketing of Consumer Information

Abstract

The article presents the authors' comments in response to critical remarks by dan sarel regarding their 1979 article on the marketing of consumer information. The main criticisms offered by sarel are presented and addressed by the authors, including sarel's evaluation that the methodology used cannot produce useful guidelines and acceptance of capon and lutz's approach could cause an undesirable shift in research efforts. The authors evaluate the appropriateness of the criticisms, refute sarel's arguments, and ultimately stand behind their model and methodology.