Nancarrow C, Tinson J & Brace I (2008) Consumer Savvy and Intergenerational Effects. International Journal of Market Research, 50 (6), pp. 731-755. http://www.ijmr.com/Contents/RecentIssues.asp?Issue=Vol.%2050%2C%20No.%206%2C%202008#Articles
The authors examine the concept of consumer savvy, distinguishing consumer savvy from marketing savvy, and examine three ways of measuring consumer savvy in adults and children. The measurement of human intelligence has a 100 year history and so the researchers’ modest intention at this early stage of exploration is to provide a first view of the conceptual and research issues relating to consumer savvy. The paper also presents early exploratory research on certain aspects of consumer savvy. These include intergenerational effects based on the relationship between the ‘know how’ of a mother and her child. Implications for researchers (academic and practitioners) are examined.
; Finance, Personal; Consumer behaviour
International Journal of Market Research: Volume 50, Issue 6