Current consumer research is likely to include attention to the "dark side" of consumer behaviour. This growing emphasis refers to the fact that:

• A. it is difficult to measure the contribution of the "art" of consumer behaviour research to the corporate bottom line
• B. many consumer behaviour findings are being stolen by competitors, via computers
• C. not all consumer behaviour or marketing activity is necessarily beneficial to society
• D. understanding of consumption for its own sake should be the focus of research rather than because the knowledge can be applied by marketers