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A Critical Review of the Costs of Advertising: a Transformative Consumer Research Perspective

Author

Listed:
  • Joseph L. Scarpaci

    (Center for the Study of Cuban Culture + Economy)

  • Benjamin K. Sovacool

    (University of Sussex
    Aarhus University
    Aarhus University)

  • Ronnie Ballantyne

    (Glasgow Caledonian University
    University of Nice)

Abstract

This critical literature review incorporates a transformative consumer research (TCR) perspective in highlighting selected transgressions in corporate social responsibility that touch on (1) wealth consolidation, (2) environmental degradation, (3) commodification, (4) semiotic contamination, and (5) an erosion of accountability. It argues for a participatory approach among stakeholders in sustaining marketing research and assessing consumer policy that is both ethical and critical for academic marketers and practitioners alike. Transformative consumer researchers work to ensure that advertisements, messaging, and integrated marketing communications play a key role in promoting honesty and transparency. At the same time, transformative consumer research recognizes that advertising often masks the underlying costs incurred by society in general, and consumers in particular. TCR practices presently exist, and examples are presented to highlight these practices in consumer policy.

Suggested Citation

  • Joseph L. Scarpaci & Benjamin K. Sovacool & Ronnie Ballantyne, 2016. "A Critical Review of the Costs of Advertising: a Transformative Consumer Research Perspective," Journal of Consumer Policy, Springer, vol. 39(2), pages 119-140, June.
    • Handle: RePEc:kap:jcopol:v:39:y:2016:i:2:d:10.1007_s10603-016-9315-y
    DOI: 10.1007/s10603-016-9315-y
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    References listed on IDEAS

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    Cited by:

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    2. Santa, Juana Castro & Drews, Stefan, 2023. "Heuristic processing of green advertising: Review and policy implications," Ecological Economics, Elsevier, vol. 206(C).

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