Davies, Andrea and Elliott, Richard. (2006) The evolution of the empowered consumer. EUROPEAN JOURNAL OF MARKETING, 40 (9-10). pp. 1106-1121. ISSN 0309-0566

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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
Subjects:	H Social Sciences > HF Commerce
Journal or Publication Title:	EUROPEAN JOURNAL OF MARKETING
Publisher:	EMERALD GROUP PUBLISHING LIMITED
ISSN:	0309-0566
Date:	2006
Volume:	40
Number:	9-10
Number of Pages:	16
Page Range:	pp. 1106-1121
Identification Number:	10.1108/03090560610681032
Publication Status:	Published
URI:	http://wrap.warwick.ac.uk/id/eprint/32901

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