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=Consumer Scepticism= A consumer can be defined as a person who acquires products or services for their own use or possession. Scepticism is an attitude towards a claim or product, which is usually dubious in its nature. Therefore, consumer scepticism can be defined as the doubts and uncertainty a consumer possesses of certain products or services available to them. Obermiller and Spangenberg further defined consumer scepticism in 1998 as the tendency toward disbelief of advertising claims.

Research by Szykman et al in 1997 found that scepticism can affect the purchase decisions a consumer wishes to make and when developing advertising campaigns having an in-depth knowledge of the scepticism they hold can be a great help. It was also proven that those with a higher level of scepticism will be less likely to respond to cause related marketing campaigns compared to those with a low level of scepticism.

Consumer scepticism also exists especially with reference to new technologies. Whether this new technology is advanced or immaterial (e.g a new school curriculum or the free school idea as proposed by the government) new technologies plant a seed of doubt in consumer’s minds. As a result, the scepticism delays the adoption of these new ideas into society.

Why are Consumers Sceptical?
Any new changes about a product that we already know or one that is being introduced into to the world will almost always have scepticism surrounding them. There are also a number of other factors that will lead to consumers being sceptical. Some of these are; 1.	When people learn more about science and new technologies they are also taught and learn about its restrictions.

2.	Organisations opposed to controversial technologies are also educating the public and so the public hears two sides of an issue. Because consumers do not have the advanced education within a particular discipline to fully understand any arguments put forward, consumers are uncertain about whom to trust.

3.	Persons may already have an advanced knowledge of a particular science or technology but they could be opposed to it based upon their morals and ethical reasons.

4.	Learning the scientific facts surrounding a new technology helps with its acceptance. However, learning the facts is not the key element of gaining adoption.

5.	We have to assume that consumers trust the scientists proposing the claims about the new technologies. However, the public may trust scientists in general but this may not apply immediately and so the public may initially be sceptical.

Scepticism as a Rational Response
Because of the for-mentioned reasons we can recognise that consumer scepticism is sometimes rightfully established. We understand that it is a rational and reasonable response proposed by consumers. In evolutionary terms, scepticism is a trait which helped homo- sapiens survive and thus scepticism may have played an important part when our ancestors were faced with possible dangers.

T-Mobile
Some companies claim that their technologies are more advanced than could be true. For example, T-Mobile suggested in an advertising campaign that they among other claims had the ‘most advanced technology’. T-Mobile retaliated saying that they would not make any changes to their marketing claims and carry on spreading their assertions, which may lead to continued consumer scepticism.

New Balance
New Balance trainers claimed to help users’ burn calories by incorporating hidden board technology in the shoe which was advertised to activate certain areas of the leg, including the hamstrings and calves. However, research found that there were no increased health benefits and applicants discovered that the shoe was instead an injury hazard which lacked in secret technology. In the future consumers may be sceptical about new technologies that new balance trainers claim to have developed.

Horse meat scandal
Meat scandals have engulfed the media for years. In China, a gang run by Wei in Wuxi made over a £1m by passing off mink, fox and rat as mutton by colouring it and treating it with chemicals and then selling it to the public at markets in Shanghai. In 2013, the horse meat scandal hit the news and big supermarkets such as Tesco and Aldi were found to sell products containing horse meat. Most of the supermarkets recalled their products at once, but Iceland disagreed with the results that showed that 2 of their beef burgers contained 0.1% horse DNA and instead created an advertising campaign explaining to customers that they sold ‘food you can trust’. As a result as the scandal sales of frozen burgers dropped by 43% and frozen ready meals sales also decreased by 13%. Refusing to take contaminated products off the shelf may have left Iceland with less potential new customers and may have lost regular customers although according to recent data, supermarkets worst hit by the horse meat revelations had not lost customers.

Education of the Public
It needs to be questioned as to how the public can overcome their fears and scepticism surrounding new technologies and products. Education and teaching the public about these new ideas within products may be the first step. However, when scientists explain to the public only the favourable qualities of the new technology, public acceptance will drop as opposed to be accepted. This is because opponents of the technology are also distributing information and negative information carries a larger weight of importance in the initial stages of introducing new innovations.