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|Title: ||COMMENTARY Enhancing Consumer Empowerment|
|Authors: ||Wright, L T|
Enhancing consumer empowerment
|Publication Date: ||2006|
|Citation: ||European Journal of Marketing, 40 (9/10): 925-935 (2006): Original Version at http://www.emeraldinsight.com/Insight/ViewContentServlet?Filename=Published/EmeraldFullTextArticle/Articles/0070400901.html|
|Abstract: ||Purpose of this paper
Much of the literature on consumer empowerment focuses on consumers’ efforts to
regain control of their consumption processes from suppliers. Our purpose is to argue
that many suppliers achieve success by trying hard to empower consumers. The
mechanism by which this takes place consists of researching and providing what
consumers want. Consumers feel empowered when they are able to enjoy the
consumption process. This is of particular note in shopping, which is not simply
obtaining products but also experience and enjoyment.
Research is examined into the links between firms’ efforts to understand what
consumers want, atmospheric stimuli, emotions and buying behaviour.
We find that successful firms’ try hard to understand what consumers want and to
improve consumer satisfaction and empowerment by providing pleasant marketing
environments and apt, relevant information.
The approach is based on prior literature. We examine marketing to consumers in
company locations, e.g. stores, malls, restaurants and banks to examine specific
evidence of the effects of atmospheric stimuli such as aroma, music and video screen
We contend that firms can and do become successful in a competitive arena by
providing pleasant environments and information that people want.
What is original/value of paper?
We show how consumer empowerment is an important concept. This paper
contributes since there is a dearth of writings specifically about consumer
empowerment in the marketing literature. Far from the popular view of consumers
being manipulated by firms, successful firms try hard to and succeed in empowering
consumers in their marketing activities.|
|Appears in Collections:||Brunel Business School Research Papers|
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