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Complaint behaviour: a study of the differences between complainants about advertising in Australia and the population at large

Volkov, Michael, Harker, Debra and Harker, Michael 2002, Complaint behaviour: a study of the differences between complainants about advertising in Australia and the population at large, Journal of consumer marketing, vol. 19, no. 4, pp. 319-332, doi: 10.1108/07363760210433636.

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Title Complaint behaviour: a study of the differences between complainants about advertising in Australia and the population at large
Author(s) Volkov, MichaelORCID iD for Volkov, Michael orcid.org/0000-0002-2459-4515
Harker, Debra
Harker, Michael
Journal name Journal of consumer marketing
Volume number 19
Issue number 4
Start page 319
End page 332
Publisher Emerald Group Publishing Ltd
Place of publication Bradford, England
Publication date 2002
ISSN 0736-3761
Keyword(s) complaints
consumer behaviour
advertising
Australia
Summary Advertising expenditure has risen globally and in Australia there has been a 2.7-fold increase in the last ten years. It is suggested that some advertisements may be “unacceptable”, that is, unfair, misleading, deceptive, offensive, false or socially irresponsible. This research is concerned with consumer behaviour and consumer complaint behaviour specifically in the area of advertising in Australia. The findings indicate that complainants are significantly different from the population at large. This research will afford the regulatory bodies a better understanding of the complaining public as well as educating marketing communications strategists in effectively reaching their target markets.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
DOI 10.1108/07363760210433636
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2002, MCB UP Limited
Persistent URL http://hdl.handle.net/10536/DRO/DU:30004081

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.