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

Michael Volkov, Debra Harker, Michael Harker

Research output: Contribution to journalArticlepeer-review

23 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)319-332
Number of pages14
JournalJournal of Consumer Marketing
Volume19
Issue number4
DOIs
Publication statusPublished - 1 Jul 2002
Externally publishedYes

Keywords

  • Advertising
  • Australia
  • Complaints
  • Consumer behaviour

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