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Why do public policy-makers ignore marketing and consumer research? A case study of policy-making for alcohol advertising
Stockholm University, Faculty of Social Sciences, Stockholm Business School. Aalto University School of Business (formerly known as Helsinki School of Economics), Finlan.
Number of Authors: 2
2017 (English)In: Consumption, markets & culture, ISSN 1025-3866, E-ISSN 1477-223X, Vol. 20, no 1, 12-34 p.Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
2017. Vol. 20, no 1, 12-34 p.
Keyword [en]
Alcohol advertising, alcohol regulation, advertising regulation, policy design, marketing research, adolescents, public policy-making
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:su:diva-141361DOI: 10.1080/10253866.2016.1160230ISI: 000393809200003OAI: oai:DiVA.org:su-141361DiVA: diva2:1092306
Available from: 2017-05-02 Created: 2017-05-02 Last updated: 2017-05-02Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf