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Show Page seventeen Communication could curb shoplifting If shoppers only knew the details of the shoplifting law, they would be more willing to report the criminals to mer- chants. That is one conclusion reached by a University of Utah graduate student, Thomas Housel, who has studied the interpersonal between communications shoplifters and shoppers, and is writing a book on the subject. According to Housel, the n answer to the dollar shoplifting losses suffered by merchants every year is an extensive public relations and advertising campaign that informs the public about the law. The point is to reduce ambiguity, Housel says. If the shopper is confused, if the situation of watching someone steal something is an ambiguous one, then no communication can take place. Instead of acting, the shopper is trying to answer questions raised by watching the act." multi-millio- On the other hand, Housel continues, shoppers who are well educated about the law want to get involved." Many shoppers will tell the shoplifter, Put that back,"' Housel says. An ad campaign that simpy tells the public, Shop lifting is against the law, does not work," Housel mainIt is ambiguous, and tains. it gives no instruction. it should give the Rather, answer to shoppers' question, What should I do when I see someone stealing?" Together with his students in University communications classes, Housel has researched shoppers behavior in both Laramie, Wyo. and Pomona, Calif. He says that, reminded by signs saying, It Costs Stop Shoplifting You Money," shoppers are more willing to report thiefs to merchants. He notes the victimized merchants lose not only the value of the merchanise stolen, but must also pay high insurance fees, high attorneys' costs and damages resulting from lawsuits filed by those they arrest. Professional shoplifters know they can make more money from lawsuits than from stealing," he says, adding these pros depend on security guards to make mistakes while arresting them. Housel says his proposed public relations campaign should be supplemented by an active security system, staffed by guards who know the law very well. If they could get out of their makeshift shop . sales to national accounts. Great Basin Trading Company could expand Wed like to get out of the house The Great Basin Trading Company, local wholesaler of leather goods, expects to move into its own shop next year, partner John Gallo has announced. We're expanding to include fabric in our line of purses," Gallo says, "and we're being approached by national companies interested in our products." Gallo and his partner, Mark Johnson, manufacture leather purses, backpacks and halter tops at a makeshift shop in their Salt Lake City home. Until we open a real shop and have room to expand, we're going to have to limit our sales to local distributors," Gallo says. Great Basin's biggest seller is a line of shoulder bags which convert to back Great packs, Gallo says. Basin fashions products from deer or cow hide purchased from Colorado tanneries. Current accounts include Makoff, Tiajuana Mall, Chester's Drawers and Keith Warshaw. FOUR STAR RATED FOR LUNCH pork chops grilled hamsteak it it salmon 'k FIVE STAR DINNER SPECIALS monday 20 oz porterhouse steak ladys filet mignon $5.95 $2.95 with soup, salad, dessert and drink Saturday & Sunday thursday 8 oz top sirloin prime rib $5.75 $2.95 6-- HOME OF THE 20 01 NEW YORK |