THE SCOPE OF CONSUMERISM IS EXAMINED, AND THE FOUR RIGHTS SET FORTH BY PRESIDENT JOHN F. KENNEDY -- RIGHT TO SAFETY, TO BE INFORMED, TO CHOOSE, AND TO BE HEARD -- ARE DISCUSSED. THE CAUSES OF CONSUMERISM'S RISE ARE OUTLINED: PUBLIC DISILLUSIONMENT WITH EXISTING PROTECTION MACHINERY, THE PRESENCE OF INFORMATION AND PERFORMANCE GAPS, MANIFEST ANTAGONISM TOWARD ADVERTISING, THE IMPERSONAL AND UNRESPONSIVE CHARACTER OF MARKETING INSTITUTIONS, AND THE PERSISTENCE OF INFLATION ARE DISCUSSED AS THE UNDERLYING REASONS FOR RECENT INSTITUTIONALIZATION OF THE CONSUMER ETHIC. IT IS NOTED THAT CONSUMER PROBLEMS CHARACTERISTICALLY LEAD TO DIFFUSE, LATENT DISCONTENTMENT WITH THE STATE OF THE MARKETPLACE, AND THAT THE PROGRESS OF CONSUMERISM HAS INVARIABLY COME THROUGH EFFORTS DESIGNED TO RAISE THE INTENSITY OF A PARTICULAR DISCONTENTMENT (FOR EXAMPLE, NADER'S AUTOMOBILE SAFETY PUSHES) TO THE POINT WHERE LEGISLATION OR REGULATORY ACTION WAS EITHER TAKEN OR THREATENED. THE RECENT BURST OF LEGISLATIVE AND REGULATORY ACTIVITY HAS RESULTED IN A WIDE ARRAY OF MECHANISMS FOR FOCUSING CONSUMER DISCONTENT, ESPECIALLY FOR REMEDYING PRODUCER ABUSES. THREE TYPES OF CONSUMER PROTECTION REMEDIES HAVE EMERGED: (1) PREVENTION -- THE ELIMINATION OF AN ABUSE PRIOR TO ITS INTRODUCTION; (2) RESTITUTION -- THE RESTORATION OF PROPERTY RIGHTS OR THE RESTORATION TO PREINTRODUCTION CONDITIONS; AND (3) PUNISHMENT -- CIVIL PENALTIES DESIGNED TO PROVIDE REDRESS OR TO DETER FUTURE MISCONDUCT. IT IS CONCLUDED THAT THE CONSUMERISM OF THE 1970'S -- IN THE ABSENCE OF A WORLD CONFLICT THAT WOULD SERVE TO DIVERT ATTENTION FROM SUCH DOMESTIC ISSUES -- WILL NOT FADE AS HAVE EARLIER CONSUMER MOVEMENTS. IT HAS, LIKE THE LABOR MOVEMENT, BECOME INSTITUTIONALIZED; THE UNDERLYING CAUSES STILL PREVAIL; AND THE FOUNDING ACTIVISTS STILL CONTINUE TO EXERT INFLUENCE. SPECIFIC FACTORS THAT EVIDENCE THE MOVEMENT'S GROWING MATURITY ARE PRESENTED AND DISCUSSED; IT IS NOTED THAT THIS CONSIDERATION OF FACILITATING AND INHIBITING FACTORS UNDERLINES THE REALITY THAT CONSUMERISM IS A LESS STRIDENT, MORE MATURE PHENOMENON INVOLVED WITH INCREASINGLY COMPLEX ISSUES. (KBL)