Which concept is concerned with protecting customers from all organizations where there is an exchange relationship?

• A. Social roots of consumerism
• B. Consumerism
• C. Shelved technology
• D. Target audience

Answer: (B)

Protecting customers across every organization involved in an exchange is the aim of consumerism. It’s the movement and set of practices that seek to empower buyers by ensuring accurate information, safe products, fair treatment, and effective redress, no matter which seller or service provider is involved. This broad protective stance fits the idea of safeguarding customers in any exchange relationship. The other options touch on related ideas but don’t capture this overarching protection: the social roots of consumerism looks at how protection ideas emerged, shelved technology isn’t a relevant concept here, and target audience is about who marketing messages are aimed at, not about protecting customers.