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


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...

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