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| Author: | Macdonald, E. Uncles, M. D. |
| Title: | Consumer savvy: conceptualization and measurement |
| Journal: | Journal of Marketing Management
2007 : VOL 23:5-6, p. 497-517 |
| Index terms: | consumers |
| Freeterms: | consumer-centricity savvy consumers e-marketing scale development |
| Language: | eng |
| Abstract: | The article discusses the conceptualization of savvy consumers. The authors use standard scale development procedures based on a sample from an online panel of consumers. The findings indicate 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. |
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