A longitudinal study of the professions' attitudes towards competition and advertising
Michael Fay and John Bell
The attitudes towards competition and advertising of the members of five professions in New Zealand were monitored in three surveys carried out in 1985, 1988 and 1994. This paper reports on the changes in attitudes that occurred over this nine-year period, noting marked trends in all the professions towards an acceptance of a competitive orientation and advertising in particular. A partial exception to the general trend favouring competition has been the attitudes towards matters directly related to money (for example, fees and...