Why do public policy-makers ignore marketing and consumer research? A case study of policy-making for alcohol advertising
(English)In: Consumption, markets & culture, ISSN 1025-3866, E-ISSN 1477-223XArticle in journal (Refereed) Epub ahead of print
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.
Alcohol advertising; alcohol regulation; advertising regulation; policy design; marketing research; adolescents; public policy-making
Research subject Business Administration
IdentifiersURN: urn:nbn:se:su:diva-131017OAI: oai:DiVA.org:su-131017DiVA: diva2:935079