A Critical Review of the Costs of Advertising: a Transformative Consumer Research Perspective |
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| Authors: | Joseph L Scarpaci Benjamin K Sovacool Ronnie Ballantyne |
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| Institution: | 1.Center for the Study of Cuban Culture + Economy,Blacksburg,USA;2.School of Business, Management, and Economics,University of Sussex,Brighton,UK;3.Center for Energy Technologies,Aarhus University,Herning,Denmark;4.Business and Social Sciences, Department of Business Development and Technology,Aarhus University,Herning,Denmark;5.Department of Business Management, Glasgow School for Business and Society,Glasgow Caledonian University,Glasglow,Scotland;6.Institut d’Administration des Enterprises, IAE,University of Nice,Nice,France |
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| Abstract: | This critical literature review incorporates a transformative consumer research (TCR) perspective in highlighting selected transgressions in corporate social responsibility that touch on (1) wealth consolidation, (2) environmental degradation, (3) commodification, (4) semiotic contamination, and (5) an erosion of accountability. It argues for a participatory approach among stakeholders in sustaining marketing research and assessing consumer policy that is both ethical and critical for academic marketers and practitioners alike. Transformative consumer researchers work to ensure that advertisements, messaging, and integrated marketing communications play a key role in promoting honesty and transparency. At the same time, transformative consumer research recognizes that advertising often masks the underlying costs incurred by society in general, and consumers in particular. TCR practices presently exist, and examples are presented to highlight these practices in consumer policy. |
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