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Consumer complaint actions: a conceptual model based on complainants about advertising in Australia

journal contribution
posted on 2003-01-01, 00:00 authored by Michael Volkov
This article presents a new conceptual model detailing consumer complaint responses relating to exposure to unacceptable advertising. The model is initiated by consumer perceptions of negative inequity which elicits one of three consumer complaint responses based on the identified triggers that may influence complaining propensity such as demographic, psychographic, cultural, situational and social factors. Complainant perception of the process encountered together with the overall outcome of their experience affect future complaint behaviour as shown by this evolving model as the end reaction flows on to form the consumer’s next response to a similar situation. The advertising industry in Australia is valued annually at over $8 billion and some advertisements have been identified as ‘unacceptable’ by elements in society. Industry and regulatory response to consumer complaints is thus an important area to address and there is no extant literature utilising such an holistic model.

History

Journal

Journal of new business ideas and trends

Volume

1

Issue

1

Pagination

50 - 60

Publisher

UBP Consulting and Publishing

Location

Ballarat, Vic.

ISSN

1446-8719

eISSN

1447-9184

Language

eng

Publication classification

C1.1 Refereed article in a scholarly journal

Copyright notice

2003, JNBIT

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