haku: @author Pereira Heath, M.T. / yhteensä: 1
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| Tekijä: | Pereira Heath, M.T. Heath, M. |
| Otsikko: | (Mis)trust in marketing: a reflection on consumers' attitudes and perceptions |
| Lehti: | Journal of Marketing Management
2008 : VOL. 24:9-10, p. 1025-1039 |
| Asiasana: | consumer attitudes consumer behaviour marketing perception |
| Kieli: | eng |
| Tiivistelmä: | Only little attention has previously been given to the consumers' views of marketing itself. The article explores consumers' attitudes towards marketing and their perceptions of it, reflecting critically upon their views. Since much criticism of marketing focuses on its role in promoting consumption, also the perceptions of current levels of consumption and the extent to which marketing is held responsible for them is considered. Based on 29 in-depth interviews we find evidence suggesting the prevalence of negative attitudes towards marketing, especially associated with deceptive or dishonest campaigns, although marketing's informative role is acknowledged. Importantly, findings reveal a limited understanding of the discipline, suggesting a gap between the concept of marketing and consumers' perceptions of it. |
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