People who complain about advertising in Australia: The aficionados, guardians, activists and seekers

Michael Volkov, Debra Harker, Michael Harker

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)379-405
Number of pages27
JournalJournal of Marketing Management
Volume22
Issue number3-4
DOIs
Publication statusPublished - 2006
Externally publishedYes

Keywords

  • advertising
  • consumer complaint behaviour
  • Australia
  • typology
  • survey

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