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NCJ Number: 66537 Find in a Library
Title: FRAUDULENT BEHAVIOR BY CONSUMERS - THE OTHER SIDE OF FRAUD IN THE MARKETPLACE - CONSUMER-INITIATED FRAUD AGAINST BUSINESS
Journal: JOURNAL OF MARKETING  Volume:42  Dated:(OCTOBER 1978)  Pages:67-75
Author(s): R E WILKES
Corporate Author: American Marketing Assoc
United States of America
Date Published: 1978
Page Count: 9
Sponsoring Agency: American Marketing Assoc
Chicago, IL 60606
Type: Report (Study/Research)
Format: Article
Language: English
Country: United States of America
Annotation: RESULTS ARE REPORTED FROM A STUDY THAT EXAMINED MIDDLE-CLASS CONSUMERS' ATTITUDES TOWARD THE SEVERITY OF PARTICULAR CONSUMER FRAUD BEHAVIORS AND PREFERRED REACTIONS FROM VICTIMIZED RETAILERS.
Abstract: STUDY RESPONDENTS WERE MIDDLE-INCOME HOUSEWIVES SELECTED THROUGH AREA SAMPLING TECHNIQUES. A TOTAL OF 290 USABLE QUESTIONNAIRES WERE OBTAINED, WITH RESPONDENTS RATING THE DEGREE OF 'WRONGNESS' OF 15 COMMON CONSUMER FRAUD BEHAVIORS. A QUESTION WAS ALSO INCLUDED WHICH ASKED RESPONDENTS TO RATE THE DEGREE TO WHICH THEIR FRIENDS WOULD ENGAGE IN THE BEHAVIORS DESCRIBED. USING A METHODOLOGY DEVELOPED BY HUSTAD AND PESEMIER IN THEIR ATTEMPT TO IDENTIFY 'ACTIVIST' CONSUMERS, RESPONDENTS ATTITUDES TOWARD BUSINESSES IN GENERAL WERE DETERMINED AND ANALYZED IN RELATION TO THEIR ATTITUDES TOWARD THE FRAUDULENT BEHAVIORS. RESPONDENTS FIND CERTAIN OF THE ACTIVITIES MUCH LESS OBJECTIONABLE THAN OTHERS AND A FEW THAT ARE CATEGORICALLY WRONG (I.E., SHOPLIFTING). IN CASES WHERE A RETAILER EXPOSES FRAUDULENT ACTIVITY, RESPONDENTS PREFER THAT THE INCIDENT BE KEPT BETWEEN THE STORE MANAGER AND THE CONSUMER, WITHOUT POLICE INVOLVEMENT. A SIGNIFICANT NUMBER OF RESPONDENTS BELIEVED THE BURDEN OF PREVENTING CONSUMER FRAUD SHOULD REST UPON RETAILER PREVENTION STRATEGIES. HOWEVER, NO RELATION EXISTED BETWEEN RESPONDENT ATTITUDES TOWARD BUSINESS IN GENERAL AND ATTITUDES TOWARD CONSUMER FRAUD. RATIONALES FOR CONSUMER INDIFFERENCE TOWARD THE FRAUDS DESCRIBED ARE WIDESPREAD CONSUMER HOSTILITY TOWARD BUSINESSES PERCEIVED AS EXPLOITATIVE, THE FEELING THAT CRIME IS NOT SEVERE UNLESS IT INVOLVES VIOLENCE, AND A GENERAL PERCEPTION BY THE MIDDLE-CLASS THAT THEIR PEERS ARE NOT CRIMINAL TYPES. SUGGESTIONS ARE OFFERED FOR FURTHER RESEARCH. TABULAR DATA AND NOTES ARE PROVIDED. (RCB)
Index Term(s): Consumer fraud; Crime seriousness measures; Public Attitudes/Opinion; Research; Retail business crimes; Shoplifting
To cite this abstract, use the following link:
http://www.ncjrs.gov/App/publications/abstract.aspx?ID=66537

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