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

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,...