Enhancing consumer empowerment
By Len Tiu Wright, Andrew Newman, Charles Dennis. 2006
179 citations recorded by the source corpus.
Purpose – Much of the literature on consumer empowerment focuses on consumers' efforts to regain control of their consumption processes from suppliers. The purpose is to argue that many suppliers achieve success by trying hard to empower consumers. The mechanism by which this takes place consists of researching and providing what consumers want. Consumers feel empowered when they are able to enjoy the consumption process. This is of particular note in shopping, which is not simply obtaining products but also experience and enjoyment.Design/methodology/approach – Research is examined into the links between firms' efforts to understand what consumers want, atmospheric stimuli, emotions and buying behaviour.Findings – The paper finds that successful firms' try hard to understand what consumers want and to improve consumer satisfaction and empowerment by providing pleasant marketing environments and apt, relevant information.Research limitations/implications – The approach is based on prior literature. The pa...
Subfields: Marketing, Organizational Behavior and Human Resource Management
View Paper: https://www.semanticscholar.org/paper/5f751274942f93e1174e88dda6b01a88542ec49e
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Marketing
- Johann Füller
- Kurt Matzler
- Joanne Yip
- Chee Yew Wong
- Hans Mühlbacher
- Gregor Jawecki
- Len Tiu Wright
- B. Cova
In Organizational Behavior and Human Resource Management
- Johann Füller
- Kurt Matzler
- Len Tiu Wright
- B. Cova
- Chanaka Jayawardhena
- D. Dalli
- Hugh Willmott
- Wei-Jaw Deng
Citations in the corpus
- How does visual merchandising affect consumer affective response (2012, background): “Atmospheric stimuli which please the actual and emotional needs of consumers enhance the degree of consumer participation in a store, leading to favourable purchasing behaviours (Wright et al., 2006).”
- Consumer Empowerment Through Internet-Based Co-creation (2009, background): “, empowerment through increased access to information and greater choice) [38, 59, 131].”
- An empirical investigation into e‐shopping excitement: antecedents and effects (2009, background): “Where such stimuli from “mouse to house” generate a convenient and pleasant atmosphere, a company can improve its competitive position in providing satisfaction and inducements to excite and prompt purchases (Wright et al., 2006).”
- Measuring Consumers' Engagement With Brand-Related Social-Media Content (2016, unknown): “…product cocreation (e.g., Füller, Bartl, Ernst, and Mühlbacher, 2006; Füller, Mühlbacher, Matzler, and Jawecki, 2009; Prahalad and Ramaswamy, 2002) and consumer empowerment (e.g., Pires, Stanton, and Rita, 2006; Wathieu, Brenner, Carmon, Chattopadhay et al., 2002; Wright, Newman, and Dennis, 2006).”
- Working consumers: the next step in marketing theory? (2009, background): “They strive for maximum enjoyment of the consumption process, and the better companies enable them to do so (empowering the consumers), the greater is their satisfaction (Wright et al., 2006).”