MAY 1990

Brand loyalty, price, and quality are still the key purchasing decision factors for consumers, but more people than ever base choice on how companies rate on the following:

1978 1989
Pollution prevention effort 6% 12%
Offensive television advertising * 16
How union labor relations managed * 9
Trade with countries disapproved of 3 7
Effort to hire minorities 3 6
Kinds of community events sponsored * 4

*Not asked

Source: "The Public Pulse," a survey of 2,000 people from all walks of life. The Roper Organization Inc., New York City, January 1990.