While far from the materialistic consumer of the 1980s, today's shopper is nonetheless wooed by advertising which focuses solely on their needs and is delivered in a form convenient to them.
Furthermore, the study found the most effective advertisements were those which were exceptionally creative - but practical at the same time.
"Today, it is becoming increasingly difficult to hook consumers in with traditional forms of advertising, Grey Worldwide director of planning, Jeremy Sankey, said.
"Australians are more sceptical about brands and big business and shoppers are savvier, Sankey said.
"For marketers to get attention, communication must satisfy the selfish demands evident in today's consumer in order to get them to respond to brand communication."
The Eye on Australia survey is compiled based on telephone interviews with 270 men and 270 women aged 18 and over.
