Adam Smith stated, “Consumption is the sole end and purpose of all production; and the interest of the producer ought to be attended to, only so far as it may be necessary for promoting that of the consumer” (brainyquote.com). There have been times where the consumer has little or no choices on deciding how to purchase or receive a product. Just imagine if you had no say so in where you live or what type of house you could live in even though you are the one paying for it. Some choices are taken away from the consumer and someone else has the power to make decisions for them. There will be times where you have to depend on someone else or look for guidance somewhere else if you do not have enough information to make a decision. In Nkomo’s article he states that a consumer should be able to distinguish between high- and low-quality products (2017, p 18). We will discuss the factors that influence the consumer’s choice along with the positive and negative outcomes of that choice.