Anthony Almada01.01.11
Setting: All-Mart Mega Store, near Antinomos provincial capital, 30 March 2011.
Nima Amin, Outer MVTV journalist: “Imagine going into a store—be it on shelf, online, in the cloud, or in the supra-solar stream—where EVERY advertisement, every claim of ‘Faster’, ‘Slower’, ‘or Greater’, on or off label, might be a big fat lie. What appears to be a backward flight for consumer protectionism, the province of Antinomos enacted a law—Repeal and Exemption of Advertising Policies, or REAP—on January 1st of this year, rescinding all advertising and marketing regulations, and any related competitor claims and litigation.
“Today we’re outside the multiverse’s largest retailer, checking the core temperature of consumers and their buying behavior and decision-making.
[Nima, approaching a female consumer exiting the store] “Good morning. I’m Nima Amin with MVTV and I was wondering if we could ask you about the impact of REAP on how you approach shopping, and if it has changed your habits? What is your name and where do you live?”
Shopper: “Hi. My name is Lolita Romo and I live in Antinomy.”
Nima: “Lolita, I couldn’t help notice that you have a few nutrition products in your transporter. Do you evaluate nutrition products and are you making buying choices any differently than before REAP?”
Lolita: “Historically, and throughout the universe, nutrition products have been publically and legally excoriated for being false, misleading and deceptive. I remember your network running an investigative hidden 4D video report on the nutrition industry a few years ago, probing how many of the actual finished goods lived up to their claims. The report estimated that less than one out of a thousand were able to substantiate their claims—from arthritis to weight loss. For me, it’s business and buying as usual. In my transporter I even have two new nutrition products that I have never bought before.”
Nima: “What was your buying decision process for the two new nutrition products you purchased today?”
Lolita: “I was exposed to one of them—a new intestinal health beverage [Lolita points to a beverage bottle]—from an advertisement on 4D radio and multivision. After experiencing the ad for a few months, and enduring years of intestinal health issues, I decided to investigate. I went onto MeDidactica.evi and queried the evidence database for any human studies on the actual product. Two studies came up, one showing no substantial benefit. I then cyber-linked with the company and asked if they had any studies. They cyber-ported me three studies instantly, two of which I had already. I did my best to read and digest them, and here is the product!
“The other product—for my psoriasis—I came across while doing some searches on MeDidactica about a medication my mother was taking. I heard two friends talking about it awhile back—every few months they are enchanted by a new nutrition or cosmetic product. I cyber-linked with this company and they cyber-ported me six studies on the actual product—the exact six on MeDidactica. I approach buying nutrition products the same way I do home appliances, transport vehicles and a home—deep research, independent confirmation and an informed choice. The evidence is out there but REAP has made it even easier to find. Either it exists or it doesn’t.”
Nima: “Thank you so much, Lolita. I’m sure some of our viewers’ mouths are agape after your description of how you decide what nutrition products to buy. I know mine is, and yet you make it sound so simple!”