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

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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:	Date Event 2007 Published
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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