Consumer savvy and intergenerational effects

Clive Nancarrow, Julie Tinson and Ian Brace

This paper examines the concept of consumer savvy, distinguishing consumer savvy from marketing savvy, and examine three ways of measuring consumer savvy in adults and children.
  

Consumer savvy and intergenerational effects

Clive NancarrowBristol Business School, UWE

Julie TinsonUniversity of Stirling

Ian BraceTNS UK

THE CONCEPTS OF CONSUMER AND MARKETING SAVVY

Savvy is an increasingly popular term applied to consumers by marketers and journalists. Longman's dictionary defines savvy as 'practical know how' or in certain contexts being a 'shrewd judge'. We believe this definition reflects the colloquial meaning of savvy in a shopping context (Tinson & Nancarrow 2005; Brace et al.2006). The term 'advertising literate' is sometimes used. This notion of literacy has a similar meaning to that of savvy...

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