1. Gaski & Etzel (2005): National aggregate consumer sentiment toward marketing: a thirty-year retrospective and analysis

Question 1

Abstract

Answer 1

an annual survey of US consumers’ sentiment toward marketing has been conducted for the past two decades. This report describes the measuring instrument, the sample and the trend of survey results: a pattern of slightly improving consumer sentiment toward marketing practice

Question 2

Gaski & Etzel (2005): what is this paper about?

Answer 2

measuring consumer sentiment toward marketing via the Index of Consumer Sentiment toward Marketing

Question 3

a multi-dimensional scale designed to measure

Answer 3

household sector sentiment or attitude toward consumer marketing and its various functional components

Question 4

specifically, the paper describes 3

Answer 4

the measure, the index historical pattern and its linkages with macroeconomic variables

Question 5

four multi-item Likert scales

Answer 5

product, price, promotion (advertising) and distribution

Question 6

consumer sentiment toward marketing has gradually improved over the past two decades by 3

Answer 6

enhanced quality of consumer-impacting outputs
better public relations with consumers
the consuming public has evolved over the years in such a way as to allow greater compatibility with marketing’s conduct and products