Michael Volkov

Complaint behaviour: a study of the differences between complainants about advertising in Australia and the population at large

Advertising expenditure has risen globally and in Australia there has been a 2.7‐fold increase in the last ten years. It is suggested that some advertisements may be “unacceptable”, that is, unfair, misleading, deceptive, offensive, false or socially irresponsible. This research is concerned with consumer behaviour and consumer complaint behaviour specifically in the area of advertising in Australia. The findings indicate that complainants are significantly different from the population at large. This research will afford the regulatory bodies a better understanding of the complaining public as well as educating marketing communications strategists in effectively reaching their target markets.

Who`s complaining? Using MOSAIC to identify the profile of complainants

Purpose – The purpose of this article is to bring together established research in the field of consumer complaint responses: to contextualise this research into the area of complaints about advertising in Australia; and to empirically test the proposition that it is possible to construct a profile of complainants about advertising in Australia.Design/methodology/approach – Postcodes obtained from the Advertising Standards Board complaints database were entered into Pacific Micromarketings MOSAIC software, which uses data at the postcode level to cluster individuals into homogeneous groups.Findings – Characteristics shared among consumers who engage in “amplified voicing” include above average income levels, above average disposable income levels, higher than average education levels, professional and associate professional occupations, middle‐ to late‐middle‐aged household heads and above average representation of working women. Their interests tend towards culture, technology, entertaining, sport, food...

Opinions about advertising in Australia: a study of complainants

Advertising expenditure has risen globally and in Australia there has been a 2.7-fold rise in the last 10 years. It is suggested that some advertisements may be ‘unacceptable’, that is unfair, misleading, deceptive, offensive, false or socially irresponsible. Industry and regulatory responses to consumer complaints about these problems must be addressed. This research is concerned with consumer behaviour and consumer complaint behaviour specifically in the area of advertising in Australia. The general findings from the reviewed literature indicated that complainants tend to be older, have attained higher levels of educational qualifications, earn a higher gross weekly income, possess greater degrees of wealth, have higher participant levels of local community involvement and, in general terms, have more resources to avail themselves of in order to allow them to take action when dissatisfied. The results from this research engender a better understanding of the complaining public. Empirical analyses were used for determining the characteristics of people who complain to the Advertising Standards Board and inferred that their opinions regarding advertising differ from members of the general population in four key areas. This research will afford regulatory bodies a better understanding of the complaining public as well as educating marketing communications strategists in effectively reaching their target markets.

Developing Effective Advertising Self-Regulation in Australia: Reflections on the Old and New Systems

The regulation of advertising is a controversial and difficult process. Over the past three decades, two attempts have been made in Australia to produce more acceptable ads. This paper reviews these systems using a macro framework for analysis which contextualises advertising in society. The systems have the fundamental process of handling complaints about advertising in common, however there are advantages and disadvantages of each and these are discussed. Important insights for the development of regulation of advertising are presented together with critical implications for the future of the industry.

Teamwork Benefits in Tertiary Education: Student Perceptions That Lead to Best Practice Assessment Design.

Purpose – The purpose of this paper is to contribute to the understanding of the development of students’ skills in the context of team-based learning. Academics have heeded the call to incorporate team learning activities into the curricula, yet little is known of student perception of teamwork and whether they view it as beneficial to them and their future professional career. Further, this study presents an instructional framework to guide best practice in higher education practitioners with regard to the design of teamwork assessment. Design/methodology/approach – The paper adopts a qualitative approach utilising 190 students’ reflections to examine their perception of the benefits of teamwork and whether it will contribute to their future professional work. Findings – Results indicate students perceive team-based assessment tasks require them to adopt a deep approach to learning together with a deep approach to study, as well as improving their skills in the areas of collaboration, team unity and cul...

Questioning worth: selling out in the music industry

Purpose This study aims to illuminate the way in which consumers question the authenticity and worth of musicians, leading to a classification of selling out. The authors contribute to the debate on authenticity by attending to the question of worth that is under-examined in existing literature, by drawing upon French pragmatic sociology with specific attention to convention theory to understand conflicting interpretations of worth. Design/methodology/approach The considerations music fans go through navigating whether artists are selling out and the loss of worth were explored through 22 semi-structured interviews, complemented by focus group discussions (20 participants) and analysis of an online video blog. Findings The study identified three key themes: “Authenticity and Worth in the Inspired World”, “Selling Out as Loss of Worth” and “Signifiers of Selling Out”. Practical implication The emergent themes enable us to understand the worth that consumers place on musical artists, and the clash between the ideologies of the market world and the inspired world. The ideas regarding selling out and the signifiers may apply to other consumption experiences where the clash between the inspired and the market worlds exists and the conflicting ethos of each can lead to a loss of worth and selling out. Originality/value In this research, the authors examine situations in which consumers stigmatise as “sell outs”, artists who are marketised under the influence of capitalist social relations of production. As a result, these artists lose their authenticity and worth in the eyes of consumers. In doing so, this research contributes to the debate on authenticity by attending to the question of worth that is under-examined in existing literature.

C.U.L.T.U.R.E.: marketing education in the age of cultural diversity

Purpose – The purpose of this paper is to investigate the role Australian University marketing students’ cultural backgrounds play in their learning and their perceptions of assessment and explores whether current assessments appropriately address the differing needs of a culturally diverse student population. Design/methodology/approach – The paper adopts a qualitative approach utilising five focus groups, each comprised of 12 students. Findings – Results indicate learning environments, learning and assessment approaches and assessment tasks each bring their own benefits, constraints and challenges to studying in a culturally diverse environment. Principles are presented for adoption by marketing educators in order to foster a vibrant, inclusive learning environment which meets the educational needs and wants of a culturally diverse student cohort. Research limitations/implications – The number of students representing different global regions or countries limited this study. With the exception of studen...