Consumer Savvy: Conceptualisation and Measurement.

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dc.contributor.authorMacdonald, Emma K.
dc.contributor.authorUncles, Mark D.
dc.date.accessioned2008-10-07T09:50:37Z
dc.date.available2008-10-07T09:50:37Z
dc.date.issued2007-07
dc.description.abstractThe notion of savvy consumers increasingly appears in the e-marketing and e-management literatures, usually in discussions about the importance of consumer-centricity. A synthesis of the literature identifies six broad characteristics of these savvy consumers: they are enabled by competencies in relation to technological sophistication, interpersonal networking, online networking and marketing/advertising literacy, and they are empowered by consumer self-efficacy and by their expectations of firms. This understanding of consumers is formalised by developing a SAVVY scale. Standard scale development procedures are applied using a sample from an online panel of consumers. As part of the process of validating the new scale, comparisons are made with related, established scales -- focusing on measures of consumer advantage (persuasion knowledge and market mavens) and consumer disadvantage (confusion arising from over-choice and vulnerability at the shopping interface). Our findings show the value of formal, empirically-grounded measures of consumer savvy, something that has been absent from many previous commentaries on the characteristics of savvy new consumers.en_UK
dc.identifier.citationEmma K. Macdonald and Mark D. Uncles, Consumer Savvy: Conceptualisation and Measurement. Journal of Marketing Management (2007), Volume 23, Numbers 5-6, June, pp. 497-517.en_UK
dc.identifier.issn0267-257X
dc.identifier.urihttp://hdl.handle.net/1826/2995
dc.language.isoenen_UK
dc.publisherWestburn Publishersen_UK
dc.subjectConsumer-centricityen_UK
dc.subjectconsumer savvyen_UK
dc.subjectsavvy consumersen_UK
dc.subjecte-marketingen_UK
dc.subjectscale developmenten_UK
dc.titleConsumer Savvy: Conceptualisation and Measurement.en_UK
dc.typePostprinten_UK

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