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
Permalink -

https://research.usq.edu.au/item/q0683/people-who-complain-about-advertising-the-aficionados-guardians-activists-and-seekers

Log in to edit
  • 1725
    total views
  • 5
    total downloads
  • 0
    views this month
  • 0
    downloads this month

Export as

Related outputs

Consumer behaviour: implications for marketing strategy, 5th ed.
Summers, Jane, Johnson Morgan, Melissa and Volkov, Michael. 2007. "Consumer behaviour: implications for marketing strategy, 5th ed." Quester, Pascale, Neal, Cathy, Pettigrew, Simone, Grimmer, Martin, Davis, Teresa and Hawkins, Del I. (ed.) Consumer behaviour: implications for marketing strategy, 5th ed.. Sydney, Australia. McGraw-Hill Australia.
How well are Australian business graduates prepared for the workplace?
McClymont, Hoda, Volkov, Michael, Behjat, Nura and Gardiner, Michael. 2006. "How well are Australian business graduates prepared for the workplace?" Ogunmokun, Gabriel and Gabbay, Rony (ed.) AWBMAMD 2006: Academy of World Business, Marketing and Management Development Conference. Paris, France 10 - 13 Jul 2006 Paris, France.
Employer (dis)satisfaction with Australian marketing graduates: the development of a research framework
McClymont, Hoda, Volkov, Michael, Gardiner, Michael, Behjat, Nura and Geoghegan, Noel. 2005. "Employer (dis)satisfaction with Australian marketing graduates: the development of a research framework." Purchase, Sharon (ed.) Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries. Fremantle, Australia 05 - 07 Dec 2005 Fremantle, Western Australia.
Consumer complaint behaviour in sport consumption: a theoretical model
Volkov, Michael, Summers, Jane and Johnson Morgan, Melissa. 2005. "Consumer complaint behaviour in sport consumption: a theoretical model." Purchase, Sharon (ed.) Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries. Fremantle, Australia 05 - 07 Dec 2005 Fremantle, Western Australia.
Rugby League: a game in crisis
Summers, Jane, Johnson Morgan, Melissa and Volkov, Michael. 2005. "Rugby League: a game in crisis." Pitts, Brenda G. (ed.) 2nd Annual Sport Marketing Association Conference: Where Sport Marketing Theory meets Practice (SMA 2004). Memphis, TN, United States 18 - 20 Nov 2004 Morgantown, WV. United States.
Consumer complaint behaviour in sport consumption
Volkov, Michael, Johnson Morgan, Melissa and Summers, Jane. 2005. "Consumer complaint behaviour in sport consumption." Pitts, Brenda G. (ed.) 2nd Annual Sport Marketing Association Conference: Where Sport Marketing Theory meets Practice (SMA 2004). Memphis, TN, United States 18 - 20 Nov 2004 Morgantown, WV. United States.
The role of nostalgia in determining consumers' sport team identification
Volkov, Michael, Johnson Morgan, Melissa and Summers, Jane. 2008. "The role of nostalgia in determining consumers' sport team identification." James, Jeffrey, Summers, Jane and Johnson Morgan, Melissa (ed.) 6th Annual Sport Marketing Association Conference: Bridging the Gap: Bringing the World Down Under 6th Annual Sport Marketing Association Conference (SMA 2008). Gold Coast, Australia 17 - 19 Jul 2008 Toowoomba, Australia.
The effect of the category of sport team on the role of nostalgia in an individual supporter's psychological connection to that sport team
Volkov, Michael, Summers, Jane and Johnson Morgan, Melissa. 2008. "The effect of the category of sport team on the role of nostalgia in an individual supporter's psychological connection to that sport team." Spanjaard, Daniela, Denize, Sara and Sharma, Neeru (ed.) ANZMAC 2008: Shifting the Focus from Mainstream to Offbeat. Sydney, Australia 01 - 03 Dec 2008 Australia.
Consumer complaint actions: a conceptual model based on complainants about advertising in Australia
Volkov, Michael. 2003. "Consumer complaint actions: a conceptual model based on complainants about advertising in Australia." Journal of New Business Ideas and Trends. 1 (1), pp. 50-60.
Consumer construction of sport consumption experiences through role play: a literature review
Volkov, Michael, Johnson Morgan, Melissa and Summers, Jane. 2007. "Consumer construction of sport consumption experiences through role play: a literature review." James, Jeffrey D. (ed.) 4th Annual Sport Marketing Association Conference: Sport Marketing Across the Spectrum: Research from Emerging, Developing and Established Sholars (SMA 2006). Denver, Colorado 04 - 06 Nov 2006 Morganstown, VA.
Assessment of online reflections: engaging english second language (ESL) students
Birch, Dawn and Volkov, Michael. 2007. "Assessment of online reflections: engaging english second language (ESL) students." Australasian Journal of Educational Technology. 23 (3), pp. 291-306.
Students' perceptions of compulsory asynchronous online discussion
Birch, Dawn and Volkov, Michael. 2005. "Students' perceptions of compulsory asynchronous online discussion." Purchase, Sharon (ed.) Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries. Fremantle, Australia 05 - 07 Dec 2005 Fremantle, Western Australia.
Who's complaining? Using MOSAIC to identify the profile of complainants
Volkov, Michael, Harker, Debra and Harker, Michael. 2005. "Who's complaining? Using MOSAIC to identify the profile of complainants." Marketing Intelligence and Planning. 23 (3), pp. 296-312.