The evolution of the empowered consumer
Davies, Andrea and Elliott, Richard. (2006) The evolution of the empowered consumer. European Journal of Marketing, Volume 40 (Number 9-10). pp. 1106-1121. ISSN 0309-0566Full text not available from this repository.
Official URL: http://dx.doi.org/10.1108/03090560610681032
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|
|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.|
|Number of Pages:||16|
|Page Range:||pp. 1106-1121|
|Access rights to Published version:||Restricted or Subscription Access|
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