Complaint behaviour: a study of the differences between complainants about advertising in Australia and the population at large
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.
Keywords
Citation
Volkov, M., Harker, D. and Harker, M. (2002), "Complaint behaviour: a study of the differences between complainants about advertising in Australia and the population at large", Journal of Consumer Marketing, Vol. 19 No. 4, pp. 319-332. https://doi.org/10.1108/07363760210433636
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited