Abstract: Are consumer predispositions toward regulating advertising related to their feelings of alienation from the marketplace? In probing this general question, relationships between consumer alienation and consumer opinions were examined with respect to three specific regulatory issues: affirmative disclosure: corrective advertising; and legal limitations on advertising expenditures. Responses from a probabilistic sample of consumers (n=215) revealed significant positive correlations at p < .001 and beyond, between levels of alienation and support for these three regulations. Furthermore, substantial percentages of criterion variance were associated with consumer alienation. These findings suggest the desirability of further research along several avenues, including investigations into (a) whether alienated consumers' regulatory opinions are issue-specific or generalized across a variety of regulations, (b) whether tendencies to criticize particular aspects of advertising (e.g., copy, theme, volume) are associated with alienation, and (c) whether outlets utilized in expressing criticism of advertising (e.g., friends, consumer organizations, government officials) differ with the form and intensity of alienation experienced by consumers.

　　Subjects: ADVERTISING; CONSUMER cooperatives; Display Advertising; Other Services Related to Advertising