Emma K. Macdonald|Mark Uncles
Consumer savvy: conceptualisation and measurement
abstract notion savvy consumers increasingly appears emarketing emanagement literatures usually discussions importance consumercentricity synthesis literature identifies six broad characteristics savvy consumers enabled competencies relation technological sophistication interpersonal networking online networking marketingadvertising literacy empowered consumer selfefficacy expectations firms understanding consumers formalised developing savvy scale standard scale development procedures applied using sample online panel consumers part process validating new scale comparisons made related established scales focusing measures consumer advantage persuasion knowledge market mavens consumer disadvantage confusion arising overchoice vulnerability shopping interface findings show value formal empiricallygrounded measures consumer savvy something absent many previous commentaries characteristics savvy new consumers keywords consumercentricityconsumer savvysavvy consumersemarketingscale development