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Consumer savvy : conceptualisation and measurement
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Macdonald, Emma K. and Uncles, Mark D. (2007) Consumer savvy : conceptualisation and measurement. Journal of Marketing Management, 23 (5-6). pp. 497-517. doi:10.1362/026725707X212793 ISSN 0267-257X.
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Official URL: http://dx.doi.org/10.1362/026725707X212793
Abstract
The 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.
| Item Type: | Journal Article | ||||
|---|---|---|---|---|---|
| Divisions: | Faculty of Social Sciences > Warwick Business School | ||||
| Journal or Publication Title: | Journal of Marketing Management | ||||
| Publisher: | Routledge | ||||
| ISSN: | 0267-257X | ||||
| Official Date: | 2007 | ||||
| Dates: |
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| Volume: | 23 | ||||
| Number: | 5-6 | ||||
| Page Range: | pp. 497-517 | ||||
| DOI: | 10.1362/026725707X212793 | ||||
| Status: | Peer Reviewed | ||||
| Publication Status: | Published | ||||
| Access rights to Published version: | Restricted or Subscription Access |
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