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

Article

Volkov, Michael, 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. https://doi.org/10.1362/026725706776861154
Article Title

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

ERA Journal ID19828
Article CategoryArticle
AuthorsVolkov, Michael (Author), Harker, Michael (Author) and Harker, Debra (Author)
Journal TitleJournal of Marketing Management
Journal Citation22 (3-4), pp. 379-405
Number of Pages27
Year2006
Place of PublicationAbingdon, Oxon. United Kingdom
ISSN0267-257X
1472-1376
Digital Object Identifier (DOI)https://doi.org/10.1362/026725706776861154
Abstract

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.

Keywordsadvertising; consumer complaint behaviour; Australia; typology; survey
ANZSRC Field of Research 2020440701. Communications and media policy
520599. Social and personality psychology not elsewhere classified
350605. Marketing management (incl. strategy and customer relations)
Byline AffiliationsSchool of Management and Marketing
University of the Sunshine Coast
Institution of OriginUniversity of Southern Queensland
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