A longitudinal study of the profession's' attitudes towards competition and advertising

Attitudes to competition and advertising of five professions (doctors, dentists, vets, lawyers, accountants) in New Zealand were monitored in three surveys in 1985, 1988 and 1994.

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...

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