The Index of Consumer Sentiment toward Marketing
提出一个经过验证的、纵向的、汇总的全国消费者对营销实践态度的指数，并描述其测量方法和验证证据，同时呈现消费者对营销态度的近期演变。
There have been a number of published measures of generalized consumer attitudes, perhaps the most familiar being the Index of Consumer Sentiment of the University of Michigan's Survey Research Center. What this article proposes is an “index of consumer sentiment toward marketing,” which is intended to be a validated, longitudinal, aggregate measure of national consumer sentiment toward marketing practice, to be reported at regular intervals to the marketing and consumer research communities. The article describes the measure and measurement procedure and provides validation evidence. Since this study also involved replication of prior research on this issue, information on the recent evolution of consumer sentiment toward marketing is presented.