People who complain about advertising: the aficionados, guardians, activists and seekers

Volkov, Michael and Harker, Michael and Harker, Debra (2006) People who complain about advertising: the aficionados, guardians, activists and seekers. Journal of Marketing Management, 22 (3-4). pp. 379-405. ISSN 0267-257X


Globally, the five countries who have the highest annual advertising expenditure have seen their expenditure almost double in the last 10 years even though some advertisements may be ‘unacceptable’(that is, unfair, misleading, deceptive, offensive, false or socially irresponsible) to consumers. We investigated consumer complaint responses
specifically within the area of advertising in Australia which has the second highest advertising expenditure as a percentage of GDP in the world. Our findings indicate that complainants can be classified into one of four typologies based on identified underlying factors: Advertising
Aficionados; Consumer Activists; Advertising Moral Guardians; and, Advertising Seekers.
Further, the predictive model presented is significantly related to enable the elements within the population who would be complainants to be identified.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Faculty/School / Institute/Centre: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 30 Nov 2007 11:47
Last Modified: 04 Feb 2016 22:35
Uncontrolled Keywords: advertising; consumer complaint behaviour; Australia; typology; survey
Fields of Research : 16 Studies in Human Society > 1605 Policy and Administration > 160503 Communications and Media Policy
17 Psychology and Cognitive Sciences > 1701 Psychology > 170113 Social and Community Psychology
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective: C Society > 95 Cultural Understanding > 9502 Communication > 950204 The Media
Identification Number or DOI: 10.1362/026725706776861154

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