The lecture stands on the other side of the reading passage that American wood companies are willing to receive ecocertification.
First of all, the reading passage claims that American consumers will not be convinced by the advertising anymore. However, in the lecuture, the professor explains that American consumers do not treat every advertisement as the same. They have much more confidence on the advertisement made by independent certification agencies than which made by companies for their own products.
In addition, reading passage argues that consumers must be unpleasant to give more money for the same products. In contrast, the lecture points out that American consumers do choose factors other than price if there is only small difference on price.
Last but not least, the reading passage says that although it does attract more foreign consumers if they spends money on certification, at the same time, foreign companies will control the American markets. However, the lecture arues that paying certification is not for foreign consumers, but the foreign competition. If national wood companies don't offer equal certification products, without a doubt, American wood markets will be taken by foreign companies.