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National Aggregate Consumer Sentiment toward Marketing: A Thirty-Year Retrospective and Analysis

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  • John F. Gaski
  • Michael J. Etzel

Abstract

An annual survey of U.S. consumers' sentiment toward the institution of marketing has been conducted for the past two decades. This report describes the measuring instrument (which produces a summary index number for each year), the sample, and the longitudinal trend of survey results-the upshot of which is a pattern of slightly improving consumer sentiment toward marketing practice. When also incorporating the findings of similar research done prior to this study, a 30 yr. historical record emerges. Finally, examination of secondary data reveals that selected macroeconomic variables relate strongly to the consumer marketing sentiment index. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • John F. Gaski & Michael J. Etzel, 2005. "National Aggregate Consumer Sentiment toward Marketing: A Thirty-Year Retrospective and Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 859-867, March.
    • Handle: RePEc:oup:jconrs:v:31:y:2005:i:4:p:859-867
    DOI: 10.1086/426623
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    Cited by:

    1. Sanjay K. Jain & Parul Goel, 2012. "Consumer Attitudes towards Business Firms’ Marketing Philosophy, Consumerism and Government Regulations in India: A Cross-sectional Analysis," Vision, , vol. 16(4), pages 253-271, December.
    2. Carlson, Jay P. & Weathers, Danny, 2008. "Examining differences in consumer reactions to partitioned prices with a variable number of price components," Journal of Business Research, Elsevier, vol. 61(7), pages 724-731, July.
    3. Busnaina, Izzudin & Woodall, Tony, 2015. "Doing business in Libya: Assessing the nature and effectiveness of international marketing programs in an evolving economy," International Business Review, Elsevier, vol. 24(5), pages 781-797.
    4. Alexandra Ganglmair-Wooliscroft & Rob Lawson, 2012. "Subjective Wellbeing and its Influence on Consumer Sentiment Towards Marketing: A New Zealand Example," Journal of Happiness Studies, Springer, vol. 13(1), pages 149-166, March.
    5. Ronald J. Balvers & John F. Gaski & Bill McDonald, 2016. "Financial Disclosure and Customer Satisfaction: Do Companies Talking the Talk Actually Walk the Walk?," Journal of Business Ethics, Springer, vol. 139(1), pages 29-45, November.
    6. Gauzente, Claire, 2010. "The intention to click on sponsored ads—A study of the role of prior knowledge and of consumer profile," Journal of Retailing and Consumer Services, Elsevier, vol. 17(6), pages 457-463.
    7. John Gaski, 2008. "The Index of Consumer Sentiment toward Marketing: Validation, Updated Results, and Demographic Analysis," Journal of Consumer Policy, Springer, vol. 31(2), pages 195-216, June.

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