this suit, for instance, is a product of mexico. >> reporter: khayum is dean of the business school at evansville's university of southern indiana. he says the fridges and other appliances in this store are better than they would have been without free trade-- smarter, more durable, more energy efficient, and cheaper. >> when we buy tvs, we may buy two instead of one. >> reporter: khayum says one reason why nafta has a bad reputation is because it's easy to put a face on the workers who lost jobs to lower-paid labor in mexico. but the winners of the trade pact, he says, are everywhere. >> it's very difficult to organize us and to express to people here are the gains from trade. >> reporter: there's no... >> ...or they happen... >> reporter: there's no national union of consumers. saying, "we win. we win?" >> because we-- we know that and we don't need to express it. the individuals who are impacted negatively have reason to organize. and they have reason to get us who are benefiting to want to do something to address their circumstance. >> reporter: khayum says the theory is that consu