Evening star., 1943-05-24
0PA Grade Labe|inq
Proposal Assai|ed
At House Hearing
Marketing Expert Says
PIon Won't Lift Output
Or Aid in War Effort
BY JAMES Z. CHINN.

DN Nu1ANN
An OPA proposal to substitute
official grades for brand names will
not expand production of consumer
goods. will not be useful in winning
the war and cannot be administered
in way to give satisfactory service
to American consumers. House
subcommittee was told today by Dr.
George Burton HotchkisS. professor
of marketing of New York Uni
versity.
Il believe the Government bureaus
are attempting to do useful job
under great difficulties, he declared
The OPA has one of the most
difficult jobs of all and l should
hesitate, without good reason. to
criticize 1t for adopting any solution
that seemed logical" he continued
But the substitution of official
grades for brands as guide to buy
ers, however logical it may appear
IN theory, is a reverSiOn to A me-
dleval method that broke down in
practice"
Score of Witnesses Called.
DR. HotchkiSs was the first of a
score or more of witnesses scheduled
TO appear before subcommittee of
the Interstate Commerce Commit
tee. which opened an investigation
to find out whether the WPB. OPA
or any other Federal agency plans
grade labelling of products to the
exclusion of brand names. and
whether any Curtallmcnt of news
PRINT production is proposed,
representative Boron. Democrat.
OF Oklahoma, subcommittee chair
man, explained before Dr.. Hotchkiss
took the witness stand that this
investigation will bring out the facts
about large number of measure
OF the OPA, the WPB and other
Federal agencies that have been re-
qulrlng SlmplificatIOn and stand
ardlzatlon of consumer goods, and
IN many instances the substitution
OF Federal grade labelling for estab-
hshed private brand names
. Citing specific example. M.
Boren pointed out that If the sup
ply of underwear is to be main
tanned but if manufacturers must
lower quality to a point where each
garment Will wear half as long.
that IS equivalent to a so per cent
decline IN output"
/ cite these purely Hypothetical
figures he explained. TO make
clear why quality deterioration is
equivalent to production Curtail-
mcnt. Another factor to be found
III quality deterioration. of course.
is the hidden price increase to the
consumer.
AsSails ENplOiters.
Every great national crisis is
exploited by those who wish to put
INTO effect pct reforms or projects
for which they cannot secure the
requisite support in normal times.
Too often, once the statement is
made that something is being done
because OF the war, it IS hoped that
questions will be discouraged and
criticism Silenced This is not the
way for democracy TO carry on
war
DR. HotchkiSs emphasized that
trade marks would not disappear,
but them junction would become
negative" if Federal quality grades
are instituted for products not
identified by brand names.
The trade mark would revert to
It's early negative function. instead
OF acting as a positive stimulus to
Improvement" the witness said,
adding that so long as the manu-
facturer Is permitted to lndividuallze
his product and stamp it with his
mark the stimulus of pride. at least
will remain.
Quizzcd on Left -Wimsers."
After the direct testimony, Dr..
HotchklS> vas subjected to uues-
tloning chiefly by Representatives
Halleck OF Indiana. author OF the
resolution directing the inquiry. and
WolVerton OF New Jersey. both Re-
publlCanS
Mr.. Halleck said it had been sug-
geSted to tlm that If goods arc made
TO government standards of speclfi-
cations the incentive to improve
them would be taken away. and
asked DR.. HOtchklss what types of
groups III the past urged Standardi-
zatlon.
Women'S organizations and do
meStlc science experts" was the re-
ply.
We're any of them left wingers?
asked Representative Halleck.
The movement has been going on
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