Consumers that most need the ‘cooling-off’ laws in which they have a period to cancel purchase from direct salesmen are the ones least willing to use them. A study showed that those with low incomes, less education, less knowledge of the law, blacks and non-english speaking persons had a negative attitude toward these laws. This made them more susceptible to unscrupulous businesses and gave the latter a competitive edge over reputable companies. It is also likely to stimulate even more consumer-protection-laws to guard the low income and minority groups. To become more effective reputable companies, state and federal governments must cooperate to identify and weed out unscrupulous direct sellers.