Business Commons^™

Should Marketing Managers Be Concerned About Attitudes Towards Marketing And Consumerism In New Zealand: A Longitudinal View, Steven Lysonski, Srinivas Durvasula, John Watson

Marketing Faculty Research and Publications

New Zealand has gone through a radical metamorphosis since free market economics were introduced in the mid-1980s. Marketing managers are particularly interested in the views of consumers about issues dealing with marketing activities. Negative views could signal consumer backlash against free market activities. This study examines the views of consumers from 1986 to 2001 on a range of issues dealing with marketing and consumerism. The results clearly show that consumers are less negative about marketing and consumerism issues since 1986. It seems likely that New Zealand has evolved in terms of the consumerism life cycle over the last 15 years. …