"The best defense is a good offense." "An ounce of prevention is worth a pound of cure." You know what I am going to say before I even say, it: The best thing you can do to be a wise consumer is to research your purchase and know your rights as a buyer before the purchase is made. The second best thing you can do is know what resources are available to help you in advance of your purchase and, in the event you need help or advice resolving a complaint, after the purchase is complete.

When we think about the word "consumer," many of us think of shopping. However, purchasing goods and services is only one of three economic roles that a consumer plays in the marketplace. To achieve balance in society, consumers must not only shop, but also produce goods and help regulate the marketplace.

• The first and most obvious role of a consumer is to buy or use goods and services. This begins at birth. Although babies may not buy the things they need, they certainly consume them.
• The second role is worker. Workers produce the goods and services that we purchase and export.
• Citizenship is the third consumer role. Citizens use public services, pay taxes, and vote. An important, but sometimes forgotten part of this role, is to express both satisfaction and dissatisfaction to businesses and regulatory agencies. This includes the responsibility to communicate our concerns and to make sure there is a consumer voice in both the private and public sector.

There is a gift waiting for you here or in our readings section, the "Consumer Handbook." It's a wonderful resource and we could spend several lessons on it alone. Please access it, look it over and find parts that interest you before answering the following questions:

1. Taking a look at the following table of acronyms, find 5 that interest you, explain their meaning and importance to you as a consumer.

2. Identify theft is a major concern in today's consumer world. What important steps can you take to protect yourself?

3. What other section in the handbook is of particular interest to you and why?

One of the more under-used resources is the Better Business Bureau. There you can research to see if someone you are planning to do business with has any complaints against them.

4. Well we already know you do business with MATC so, using the link "check out a business or charity" see how MATC's is doing (our zip is 53233) and tell me what you find out.

Please visit the site: clarkhoward.com This site is an excellent resource. I recommend you bookmark it for future reference. (Clark Howard is on the radio weekdays from 2-3pm on WTMJ-620AM radio in Milwaukee. His national show can be heard directly from his web site.)

5. Can you "stump" your teacher? Surf the site and ask me a legitimate question that I have to answer for you.

6. Think of a major purchase you plan to make in the next few months or so. Using one or more of the following sites, investigate your purchase and tell me what you've learned. (consumerreports.org, consumerworld.org, pricegrabber.com)

The basic problem with consumer product research is that research takes time and effort, often two things we don't have - which then leads to shortcuts in good decision making. We don't have the time for endless research, but knowing the process can help you save time and money. You worked hard for your money so be wise before spending it. Remember:

• Plan your needs several weeks in advance if possible.
• Ask yourself if you need the product, or if alternatives are available.
• Compare the advertisements in the Sunday paper, or at different web sites.
• Know the return policy.
• Keep your receipts organized at home.
• Decline the extended warranty option for consumer electronics.
• Review your credit/debit statements carefully for errors.
• Speak up immediately if you are not satisfied, as most retailers want satisfied customers.
• Talk with family and friends about your shopping experience - most people like to talk about this topic.

7. What is the single best piece of advice, or resource, you found during the initial part of this assignment?

Despite all of our research, sooner or later we will have a negative experience with a product or service that we've purchased. And, having done some homework, we may feel even more frustrated and angry. But take it from a hot-headed, quick-to-snip Irishman: Bite your tongue. Instead, follow these guidelines when trying to resolve your complaint to your satisfaction:

• Start with the manager or customer assistance representative.
  
• Be calm, yet assertive.
  
• Be direct in stating what will make you happy.
  
• Use the "chain of command" in the corporate structure before writing the company president.
  
• Save your receipts and package wrapping and document your problems.
  
• Be willing to invest the time, and be courteous.
  
• State and federal agencies, (including the BBB) along with some media outlets, may decide to investigate if you have exhausted your possibilities - only contact them then.

8. Using the "Sample Complaint Letter" from our readings section as your guide (follow it as close as possible) write a letter concerning a real or imagined product or service. (Letters - postal mailed letters - get results! So get used to writing one every now or then!) You may write the letter in your e-mail assignment or attach it to preserve formatting if you prefer.

Yes, this assignment is titled, "Consumer Rights AND Responsibilities." One of the most simple responsibilities you have is to speak up when you receive an inadequate product or service - you will be doing the next consumer a favor. But there's more. You see consumerism, or consumption, has almost become a disease in our recent society. And this disease has many symptoms as you're about to see. Now, let me warn you, this video is intended to make a point, and many of its claims could certainly be challenged, but I think you'll agree it offers a lot to think about and that it's also humorous at times.

Watch the "Story of Stuff" video and notice the pause button that you can hit when you want or need to make a note or two.

8. Please note two statistics from anywhere in the video which amaze you to the point of wondering whether they are true or not. (They are, but some have to be analyzed more deeply).

9. What is the symbolism of the "Golden Arrow?"

10. How do perceived or planned obsolescence fuel consumerism and actually leave us empty and unhappy?

And now we have set the stage for our final lesson concerning our place in a global economy.

I know, I know, I Don't Want it to End Either!