Why do public policy-makers ignore marketing and consumer research? A case study of policy-making for alcohol advertising

Datos Bibliográficos

ID2166004
AutoresJaakko Aspara (0000-0001-7982-5053, Hanken School of Economics, autor de correspondencia), Henrikki Tikkanen (0000-0002-6802-1524, Department of Marketing, Aalto University School of Business (formerly known as Helsinki School of Economics), Helsinki, Finland)
Año2017
Volumen20
Número1
Páginas12-34
Fecha de publicación2017-01-02
Open AccessNo
TipoARTICLE
RevistaConsumption Markets & Culture (JOURNAL)
Identificadores de la revistaISSN: 1025-3866 • E-ISSN: 1477-223X
EditorialInforma UK Limited (PUBLISHER • GB)
DOI10.1080/10253866.2016.1160230
OpenAlexW2344352951
IdiomaEN
Citas recibidas1
Referencias citadas59

Public policy-makers have been noted to sometimes ignore marketing/consumer research, even when the policy issue clearly pertains to consumption markets. We embark to identify factors that may explain policy-makers’ limited attention to marketing/consumer research, especially in cases related to consumer affairs that may have public health implications. Empirically, we focus on policy-making around the advertising of alcohol products. Having been involved in this policy-making process in Finland, we elucidate the case through an introspective narrative. We find that the factors explaining policy-makers’ limited attention to marketing/consumer research range from the decision-making characteristics of policy-makers, through inconsistent definitions for key terminology, to the fear of over-generalizing certain theories of marketing/consumer research. Regarding the latter, a key issue in the present case was that public policy-makers were unconvinced about the generic marketing theory stating that in mature markets, advertising will not increase the total consumption demand of a product category

Advertising · Business · Consumption (sociology · Economics · Marketing research · Political science · Product (mathematics · Public policy · Public relations · Qualitative marketing research · Quantitative marketing research · Return on marketing investment · Sociology · Terminology · Behavioral Health and Interventions · Consumer Behavior in Brand Consumption and Identification · Wine Industry and Tourism · Marketing

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