You Are What You Know: The Savvy Consumer - Myth or Fact?

Sue Haynes, Clive Nancarrow and Andy Baker

There is much talk about the savvy consumer, where savvy seems to mean knowledgeable, powerful, even playfully, ironically, knowingly engaging with brands and advertising.

You Are What You Know: the Savvy Consumer, Myth or Fact?

Andy Barker, Research International,Sue Haynes, Clerical Medical, andClive Nancarrow, Bristol Business School, UWE

INTRODUCTION

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...

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