1978
Article
Advances in Consumer Research

Perceptions of Unfair Marketing Practices: Consumerism Implications

By: Gerald Zaltman, Rajendra K. Srivastava and Rohit Deshpandé

Format:Electronic
| Pages:7

Abstract

Previous research in complaint behavior has ignored the perception of unfair marketing practices as an explanatory variable. Perceptions of unfair marketing practices are related to consumer complaint behavior, although differentially related across different ages. Social involvement among elderly consumers was also found to be a relevant variable. Implications of the data are discussed for public policy makers, consumer educators, and vendors.

Keywords

Ethics; Consumer Behavior; Marketing

Citation

Zaltman, Gerald, Rajendra K. Srivastava, and Rohit Deshpandé. "Perceptions of Unfair Marketing Practices: Consumerism Implications." Advances in Consumer Research 5 (1978): 247–253.