Protecting Your Consumer Type

Protecting your consumers is essential for modern businesses

The initial goal in most every interaction is to find common ground. We create a sense of security and community through the discovery and reciprocation of mutual interests and hobbies. You may be quick to deny the idea that there is anything remotely comparable with you and the medieval artifacts collector next door, or the mohawk donning bagger at your local grocery store. On the contrary, common ground is there, and you don’t have to look far to find it.

Whether you’re scoring 12th century artwork with money from savings, using a shiny new credit card for hair dye and Lollapalooza tickets or buying diapers and paying daycares, we can all find common ground in the fact that we are active consumers.

Although no two consumers are the same, we all spend our hard earned dollars almost every single day, which makes consumer protection a community wide concern. With an average of over 50,000 consumer complaints handled by the BBB alone within any given year, the time is always right to consider how to stay safe as a spender.

We’ve consolidated shoppers into five different types and narrowed down the consumer scams each type is most susceptible to…

Without further ado, read on to find your consumer identity.


THE CREATIVE CONSUMER has an appreciation for new experiences, exploring new ideas and learning new things. They tend to live a flexible lifestyle, free from routine and are excited by the idea of constant change.

Creative consumers can protect themselves by doing their research before making a purchase. Don’t let the excitement of buying something new and interesting trump the importance of protecting yourself as a consumer.

YOUR TOP SCAMS: Tech Support, Work From Home, Home Improvement

THE SELF CONTROLLED CONSUMER has locked down a routine buying schedule and avoids impulse purchases. They rarely stray away from their Sunday morning grocery runs, Tuesday evening dry cleaning drop offs and Friday night Redbox movie rentals.

Self controlled consumers should make an effort to protect themselves by routinely checking their accounts. Although you have found a comfortable routine and are confident about where your money is going, scammers will more easily be able to keep track of, and adjust their schemes to your buying habits.

YOUR TOP SCAMS: Credit Card, Money Order, Tax

THE SOCIAL CONSUMER is the life of the party.  After a long work week, these consumers are not likely to spend a weekend at home since they tend to draw energy from social interaction. Although social consumers spend their nights trying new spots around town, they are also brand loyalists who stay devoted when it comes to their more common and frequent purchases.

Social consumers can protect themselves by keeping track of receipts after a night out and avoid getting blinded by flashy offers.

YOUR TOP SCAMS: Credit Card, Tech Support, Lottery Prize, Loan

THE SELFLESS CONSUMER is concerned with the preservation of social harmony. You are not likely to find them in the midst of any sort of conflict. They are sensitive to and hyper conscious of less fortunate communities. Between treating themselves or treating a charity, the selfless consumer is more likely to choose the latter.

As a selfless consumer, don’t be afraid to speak up. Stand your ground if you don’t feel comfortable when making a purchase even if it appears to have a charitable purpose. If you have already been scammed into giving to a charity that does not exist don’t hesitate to suggest an investigation and, take the proper steps to protect yourself from further damage.

YOUR TOP SCAMS: Government, Lottery, Money Order, Collection

THE SUSPICIOUS CONSUMER expects the worst. They are not likely to trust just any business and take time to do their homework before committing to a service or a product. Although suspicious consumers research sufficiently, information overload can foster feelings of anxiety and cause this type to rush into a premature purchase.

Suspicious consumers should not be afraid to ask for help or a second opinion before making purchases. An easy way to confirm a buying decision before signing on the dotted line is to see what likeminded consumers had to say. When in doubt, always take a moment to ask BBB.

YOUR TOP SCAMS: Tax, Collection, Money Order


Protecting Your Consumer Type

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