Perceptions of Unfair Marketing Practices: Consumerism Implications

Zaltman, G and Srivastava, R K and Deshpande, R (1978) Perceptions of Unfair Marketing Practices: Consumerism Implications. Advances in Consumer Research, 5 (1). pp. 247-253. ISSN 0098-9258

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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 else found to be a relevant variable. Implications of the data are discussed for public policy makers, consumer educators, and vendors.

Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of University of Pittsburgh.
Subjects: Marketing
Date Deposited: 09 May 2019 09:29
Last Modified: 10 Jul 2023 10:32

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