search query: @author Gaski, J. F. / total: 9
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| Author: | Gaski, J. F. Etzel, M. J. |
| Title: | The index of consumer sentiment toward marketing. |
| Journal: | Journal of Marketing
1986 : JUL, VOL. 50:3, p. 71-81 |
| Index terms: | CONSUMER ATTITUDES CONSUMER SATISFACTION MEASUREMENT MARKETING RESEARCH |
| Language: | eng |
| Abstract: | An apparent sadomasochism in the review process for journals of marketing and consumer research is described. Vignettes representing both the author's perspectives are provided. Two sets of seven suggestions intended to encourage a reconciliation. The mutual cooperation between authors and reviewers would foster a conciliatory atmosphere and increase the spirit of peace and harmony in the fields of marketing and consumer research. A reconciliation may help to renounce the devil of sadomasochism in the review process. Some suggestions are offered to help this reconciliation. |
SCIMA