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Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Profiling key purchase influencers: Those perceived as consumer savvy
Author(s): Nancarrow, Clive
Tinson, Julie
Brace, Ian
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Keywords: Consumer behavior
Social psychology
Issue Date: Mar-2011
Date Deposited: 17-Apr-2013
Citation: Nancarrow C, Tinson J & Brace I (2011) Profiling key purchase influencers: Those perceived as consumer savvy. Journal of Consumer Behaviour, 10 (2), pp. 102-110.
Abstract: The concept of consumer intelligence or consumer savvy is defined and the way in which this can be measured is examined with a view to determining if and how being perceived to be savvy affects decision-making influence in a family setting in the UK. A sample of 524 matched pairs (mother and her child) drawn from the TNS postal panel responded to a questionnaire that determined the mother's perception of how savvy her child is with regard to shopping in general and with regard to two product categories (casual clothes for the child and a summer holiday). The child's reported influence on decision making in these categories as well as their money management is also explored. The children perceived to be more savvy were female and older. Mothers in lower socio-economic groups were also more likely to perceive their children as 'savvy'. The more savvy children were more involved in the purchase decision process. Implications and future research avenues are presented.
DOI Link: 10.1002/cb.353
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