Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/1710
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Consumer Savvy and Intergenerational Effects
Authors: Nancarrow, Clive
Tinson, Julie
Brace, Ian
Contact Email: j.s.tinson@stir.ac.uk
Issue Date: 2008
Publisher: World Advertising Research Center
Citation: Nancarrow C, Tinson J & Brace I (2008) Consumer Savvy and Intergenerational Effects, International Journal of Market Research, 50 (6), pp. 731-755.
Abstract: 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.
Type: Journal Article
URI: http://hdl.handle.net/1893/1710
URL: http://www.ijmr.com/Contents/RecentIssues.asp?Issue=Vol.%2050%2C%20No.%206%2C%202008#Articles
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author; you can only request a copy if you wish to use this work for your own research or private study.
Affiliation: University of the West of England
Marketing and Retail Division
University of the West of England

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