Abstract
Alienation, a subject of considerable research in some behavioral science areas, has been receiving growing attention in relation to unfavorable attitudes toward the marketplace, consumer disgruntlement, and other aspects of consumerism. This paper discusses several elements of alienation adapted and applied specifically to consumers as they perceive the marketplace vis-à-vis themselves. These elements of alienation were examined in relation to demographic factors consisting of ethnic background, sex, age, income, formal education, and marital status. The results offer some insights into consumer alienation and into the feasibility of utilizing traditional demographic variables to identify consumer segments apt to be alienated from the marketplace. These results take on importance because general disgruntlement with the market- place was significantly related to alienation.
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