search query: @author Gaski, J. F. / total: 9
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| Author: | Gaski, J. F. |
| Title: | The index of consumer sentiment toward marketing: validation, updated results, and demographic analysis |
| Journal: | Journal of Consumer Policy
2008 : JUN, VOL. 31:2, p. 195-216 |
| Index terms: | consumer attitudes consumer research macromarketing welfare |
| Language: | eng |
| Abstract: | A continuing annual survey has measured the consumer sentiment toward the practice of marketing in the United States for over two decades. This paper presents the measuring instrument, a test of the measurement model, and some updated findings. It is shown that selected demographic variables are only marginally related to the consumer sentiment construct. However, the importance of the project is based on its contribution to the description of the secular trend of aggregate consumer attitude toward marketing in the context of the worl's largest national economy. |
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