Examining Advertising Practitioners' Ethical Considerations and Its Implications For Consumer Welfare

Linda Tuncay, Loyola University, Chicago
Catherine Coleman, University of Illinois, Urbana-Champaign
Little work has been done in consumer research to address advertising practitioners’ beliefs about the impact of advertising on consumers. To explore this issue, 20 individuals working in a U.S. advertising agency participated in a qualitative study. In contrast to past research, the findings reveal that practitioners display a prevalent concern about the impact of advertising on women. However, despite the fact that recent research has shown men may be negatively impacted by advertising, men were seen as immune from media influence. Theoretical implications for the construction of vulnerable audiences, as well as consumer welfare ramifications are offered.
[ to cite ]:
Linda Tuncay and Catherine Coleman (2008) ,"Examining Advertising Practitioners' Ethical Considerations and Its Implications For Consumer Welfare", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 967-968.