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...
Consumer savvy and intergenerational effects
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.
