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

Volkov, Michael, Harker, Michael and Harker, Debra 2006, People who complain about advertising : the aficionados, guardians, activists and seekers, Journal of marketing management, vol. 22, no. 3, pp. 379-405, doi: 10.1362/026725706776861154.

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Title People who complain about advertising : the aficionados, guardians, activists and seekers
Author(s) Volkov, MichaelORCID iD for Volkov, Michael
Harker, Michael
Harker, Debra
Journal name Journal of marketing management
Volume number 22
Issue number 3
Start page 379
End page 405
Publisher Westburn Publishers Ltd
Place of publication Argyll, Scotland
Publication date 2006
ISSN 0267-257X
Keyword(s) advertising
consumer complaint behaviour
Summary 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.
Language eng
DOI 10.1362/026725706776861154
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2006, Westburn Publishers Ltd
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Document type: Journal Article
Collections: School of Management and Marketing
Higher Education Research Group
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