Buyers Aware
Posted by Nicholas Gruen on Sunday, May 31, 2009
I’ve been thinking for a while about retail and information flows. If sellers were performing their task in a socially efficient way, they would be conveying the best information they could to their customers. Of course retailers and marketers don’t do that. They try to spin things to get customers to buy what it is in the interests of the seller for them to buy. So called ‘financial advisors’ generally restrict their advice to buying products which pay them a commission, fridge salespeople want to get a sale. And advertisers want to get you buying what they want to get you buying. And even at the cost of annoying you, they want to get in front of your face and sell to you, whether you want their product or not.
Yet this isn’t all there is to it. Even salespeople try to appear honest – that’s the best way they can influence you to buy. And salespeople are also keen on selling stuff that sells because it’s good value – because it makes their job that much easier. So the problem is this? How can we strengthen these incentives that get salespeople telling you the truth – and actually providing you with a service that has social value – which is good information about relative product quality to help you make the best decision you can. That needn’t be against their interest.
One lead is provided by the regulation of financial advisors. It’s pretty useless, I’d argue it’s possibly worse than useless (because it legitimates the process of selling in the guise of providing advice). But we’re just thinking things through at this stage. Regulation of financial advisors tries to police advisors so that they’re taking the interests of their customers into account. So it makes them go through all sorts of hoops – like risk analyses for customers and so on. In other words it at least goes through the motions of the financial advisor doing things that add social and individual value. And if it’s done well, people should value, and could arguably educated to value such services.
So let’s look at retail. (Continued)
Having just read 
