The Index of Consumer Sentiment toward Marketing: Validation, Updated Results, and Demographic Analysis

John F. Gaski

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The Index of Consumer Sentiment toward Marketing: Validation, Updated Results, and Demographic Analysis

机译：消费者对营销的信心指数：验证，最新结果和人口统计分析

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US consumer sentiment toward the practice of marketing has been measured via annual survey for over two decades in this continuing study. The following report presents the measuring instrument, a test of the measurement model, and some updated findings. Examination of selected demographic variables indicates that they are only marginally related to the consumer sentiment construct. Yet the enduring import of the project is description of the secular trend of aggregate consumer attitude toward marketing in the context of the world's largest national economy.

机译：在这项持续的研究中，通过对过去20年的年度调查，已经衡量了美国消费者对营销实践的信心。以下报告介绍了测量仪器，测量模型的测试以及一些更新的发现。对选定的人口统计学变量的检验表明，它们仅与消费者情绪结构略相关。然而，该项目的持久意义是在全球最大的国民经济背景下，总体消费者对市场营销态度的长期趋势的描述。

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来源
《Journal of consumer policy》 |2008年第2期|p.195-216|共22页
作者
John F. Gaski;
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作者单位

Mendoza College of Business, University of Notre Dame, Notre Dame, IN 46556-5646, USA;

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原文格式 PDF
正文语种 eng
中图分类 f;
关键词
construct validation; consumer psychology; consumer welfare; macromarketing; marketing and society;

机译：构建验证;消费者心理;消费者福利;宏观营销;营销与社会;

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The Index of Consumer Sentiment toward Marketing: Validation, Updated Results, and Demographic Analysis

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