34. In this argument the author concludes that the Easy Credit Company would gain
several advantages over its competitors by donating a portion of its profits to a well-
known environmental organization in exchange for the use of the organizations logo on
their credit card. The author reaches this conclusion on the basis of a recent poll that
shows widespread public concern about environmental issues. Among the advantages of
this policy, the author foresees an increase in credit card use by existing customers, the
ability to charge higher interest rates, and the ability to attract new customers. While the
authors argument has some merit, it suffers from two critical problems.
To begin with, the author assumes that the environmental organization whose logo
is sought is concerned with the same environmental issues about which the poll shows
widespread concern. However, the author provides no evidence that this is the case. It is
possible that very few credit-card users are concerned about the issues that are the
organizations areas of concern; if so, then it is unlikely that the organizations logo
would attract much business for the Easy Credit Company.
Next, the author assumes that the publics concern about environmental issues
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