Forensic marketing and consumer behaviour: admissibility of evidence

Michael Volkov, Greg Laing

Research output: Contribution to journalArticlepeer-review


Purpose- The purpose of this paper is to explore the underlying aspects of Forensic Marketing and develop models that can be used in the forensic marketing analysis process. Thus providing support for the admissibility of marketing evidence in a court of law.
Design/methodology/approach- A two stage approach used in this paper. The first stage involves a literature review identifying theories and the various constructs and variables leading to the formulation of two models firstly, for conducting forensic marketing analysis and secondly, to clarify the relationship of marketing issues to profitability of a product. The second stage involves examining court rulings in regards to the admissibility of marketing evidence.
Contribution / implications-The contribution of this paper is towards the clarification and justification of the underlying constructs and variables in the forensic marketing analysis as evidence in determining economic loss.
Original languageEnglish
Pages (from-to)11-20
Number of pages10
Journale-Journal of Social and Behavioural Research in Business
Issue number1
Publication statusPublished - 2015
Externally publishedYes


  • Forensic marketing
  • consumer behaviour
  • brand recognition
  • economic loss


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