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

John F. Gaski and Michael J. Etzel

Journal of Consumer Research, 2005, vol. 31, issue 4, 859-867

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..

Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:31:y:2005:i:4:p:859-867

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Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

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