Gt. Ford et Mb. Mazis, INFORMING BUYERS OF RISKS - ANALYSIS OF THE MARKETING AND REGULATION OF ALL-TERRAIN VEHICLES, The Journal of consumer affairs, 30(1), 1996, pp. 90-123
An examination of the marketing practices and the regulation of the al
l terrain vehicle (ATV) industry during the 1980s is presented. This r
eview includes a content analysis of ATV advertising, au examination o
f the Consumer Product Safety Commission's (CPSC) regulation of the AT
V industry, a study of the consent decree regulating the marketing of
ATVs, and an analysis of the costs and benefits to the ATV industry of
providing additional information to consumers, The paper concludes th
at deaths sind injuries from ATY-related accidents might have been red
uced substantially if the CPSC had been more aggressive in informing t
he public about the safety hazards associated with ATV use. Cost/benef
it analysis reveals that the profit-maximizing strategy for ATY manufa
cturers was to market ATYs aggressively even when faced with the prosp
ects of lawsuits and regulatory action.