Journal article
Complaint behaviour: a study of the differences between complainants about advertising in Australia and the population at large
Journal of Consumer Marketing, Vol.19(4), pp.319-332
2002
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.
Details
- Title
- Complaint behaviour: a study of the differences between complainants about advertising in Australia and the population at large
- Authors
- Michael Volkov (Author) - University of BallaratDebra Harker (Author) - University of the Sunshine Coast - Faculty of BusinessMichael Harker (Author) - University of the Sunshine Coast - Faculty of Business
- Publication details
- Journal of Consumer Marketing, Vol.19(4), pp.319-332
- Publisher
- Emerald Group Publishing Ltd.
- Date published
- 2002
- DOI
- 10.1108/07363760210433636
- ISSN
- 0736-3761
- Organisation Unit
- University of the Sunshine Coast, Queensland
- Language
- English
- Record Identifier
- 99449009202621
- Output Type
- Journal article
Metrics
1 File views/ downloads
616 Record Views