The way that people spend their money, and the objects on which they spend it, are the last areas where free choice and individuality can be expressed. The choice reflects personal taste, the way people see themselves and the fantasies they(1)______about their lives, the restrictions on money available (2)_______them, the presence of others in the family with a (3)______on that money, and the influence of current convention, (4)______ surroundings and locality. Shopping is an important human activity. Yet shoppers are (5)______with a confusing situation and a(n) (6)______changing one. The confusion arises from the claims (7)______ advertising, from inadequate information about new products, new materials, new places to shop—a confusion enhanced by rising prices and a(n) (8)______choice of goods than ever before. The search (9)_______the right purchase is based on ignorance of(10)______own needs and ignorance of the product’’s (11)______for those needs. When choosing any particular item, there are several lines of communication which might provide some guidance. (12)______none of these is entirely satisfactory. For example, you can ask a shop assistant initially. (13)______you find one, she may quite (14)______ not know the answers. She may be a schoolgirl with a Saturday job, or a housewife (15)______part-time.