Copyright Goodheart-Willcox Co., Inc. Chapter 8 Consumer Services 213 better pricing, but provide less customer service and guidance. These types of stores may be labeled as retail and warehouse stores. One potential drawback of brick and mortar stores is that some items may be out of stock. To avoid trips to the store only to fi nd out the item is not in stock, many consumers like to shop online. Online shopping utilizes the Internet and virtual stores to make purchases (Figure 8.10). When shopping online, consumers are able to research the item before having it shipped directly to them. One advantage of online shopping is the convenience it provides. Another advantage is that prices may be lower than at brick and mortar stores. This is because the seller does not have to pay for retail space and may not carry as much inventory. One disadvantage of shopping online is that consumers do not have a chance to touch or try what they are buying. Other disadvantages include the cost and extra time required for shipping items. Many times, consumers are able to try out a product in a brick and mortar store and then purchase it online. This raises an ethics question. The store owner has invested in providing consumers with a location and inventory to try out products. If a consumer buys the same product online, is this treating the store owner unfairly? Should consumers only research items online that they intend to buy online? In some cases, items that consumers purchase may be available used. Some brick and mortar stores and several online sources sell used or rebuilt items. Consumers may save a lot of money buying a used product. On the other hand, the product will likely be sold “as-is,” with no warranty or guarantee of being in working condition. Evaluating Advertising Claims Quite often, the only way consumers know a product exists is through advertising. Consumers are frequently being exposed to advertising. Advertising takes many forms (Figure 8.11). Online, there are banner ads on almost every webpage. Many online video clips have trailers advertising products and services. There is advertising in print media—magazines, newspapers, mailers, and fl yers. About 30 percent of network television time is dedicated to paid advertising. Advertisements can be useful to help inform consumers about products and services. Consumers must be aware, however, that just because a product is advertised, it is not always good for them. An advertiser’s goal is to try to get consumers to buy their product. As with all consumer decisions, consumers need to critically evaluate advertisements before making any purchasing decisions. Bloomua/Shutterstock.com Figure 8.10 Online shopping allows consumers to shop from home, work, or even on the go. What are some advantages and disadvantages of online shopping?