Measuring the impact of informational democracy on consumer power: a new application for an old tool

Some authors are announcing the dawn of informational era marketing, where the consumer acquires real negotiating power based on access to information that is complete, up to the minute and unbiased.
  

Measuring the Impact of Informational Democracy on Consumer Power: A New Application for an Old Tool

Jose M. Barrutia and Jon CharterinaUniversity of the Basque Country

BUILDING A CONCEPTUAL FRAMEWORK: THE 'GET' AND 'GIVE' CONSUMER TRADE-OFF AND THE VALUE MAP

Economic theory academics have sometimes represented consumer price–quality trade-offs using consumer value maps. A value map consists of 'indifference curves, drawn in price–quality space, that represent indifferent combinations of price and quality for consumers' (Connelly 2003, p. 909).

They draw increasing indifference curves, indicating that a higher price must be compensated by greater quality, so...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands