National Aggregate Consumer Sentiment toward Marketing: A Thirty-Year Retrospective and Analysis

Journal of Consumer Research · 2005 · Volume 31 · Issue 4

Abstract

An annual survey of U.S. consumers' sentiment toward the institution of marketing has been conducted for the past two decades. This report describes the measuring instrument (which produces a summary index number for each year), the sample, and the longitudinal trend of survey results—the upshot of which is a pattern of slightly improving consumer sentiment toward marketing practice. When also incorporating the findings of similar research done prior to this study, a 30 yr. historical record emerges. Finally, examination of secondary data reveals that selected macroeconomic variables relate strongly to the consumer marketing sentiment index.

Keywords

Consumer Welfare/Quality of Life, Macro Consumer Behavior, Public Policy Issues, Historical Analysis, Panel Data Analysis (Scanner, Diary, etc.)

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