What You Know: the Savvy Consumer, Myth or Fact?
Bristol Business School, UWE
Amongst the eclectic bricolage which is
contemporary research discourse, one insight seems to endure and it is that
consumers are more savvy than they used to be. They are more knowledgeable, more
demanding, more confident, more powerful, more cynical, more sceptical.
This is an enticing notion, especially as it
means, amongst other things, that researchers can engage consumers with the
marketing problem. After all consumers are now marketing and advertising
experts; post-modern advertising can make free and open use of filmic, literary
and reflexive references because consumers are in on the wink. It is also more
fun for everyone involved and has an edge of danger about it consumers
are regaining ground, marketers, advertisers and researchers need to invent,
innovate, reinvigorate in order to stay one step ahead or to creatively engage
with savvy consumers far more interesting than business as usual.