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The evolution of the empowered consumer
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Davies, Andrea and Elliott, Richard (2006) The evolution of the empowered consumer. European Journal of Marketing, Volume 40 (Number 9-10). pp. 1106-1121. doi:10.1108/03090560610681032 ISSN 0309-0566.
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Official URL: http://dx.doi.org/10.1108/03090560610681032
Abstract
Purpose - An oral history to examine the evolution of the empowered consumer and brand consciousness from 1918 to 1965 as a critical analysis of mass consumer culture in Britain.
Design/methodology/approach - The authors trace the changing experience of consumer empowerment and importantly show oral testimony (oral history) as a method able to reveal the complexities of this experience.
Findings - Women locate increased choice and responsibility within changing marketing and retailing systems (including self-service, branding and the media). The authors show how increased choice and responsibility was often experienced (at least initially) as challenging or confusing.
Originality/value - The study identifies that empowerment is a complex or paradoxical process. It provides empirical support for a growing number of claims that have challenged the linear benefit assumptions given to increased choice arising from classic economic theory and outline a model of the paradox of the evolution of the empowered consumer.
Item Type: | Journal Article | ||||
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Subjects: | H Social Sciences > HF Commerce | ||||
Divisions: | Faculty of Social Sciences > Warwick Business School | ||||
Journal or Publication Title: | European Journal of Marketing | ||||
Publisher: | Emerald Group Publishing Ltd. | ||||
ISSN: | 0309-0566 | ||||
Official Date: | 2006 | ||||
Dates: |
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Volume: | Volume 40 | ||||
Number: | Number 9-10 | ||||
Number of Pages: | 16 | ||||
Page Range: | pp. 1106-1121 | ||||
DOI: | 10.1108/03090560610681032 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
Data sourced from Thomson Reuters' Web of Knowledge
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