The authors examine the concept of consumer savvy, distinguishing consumer savvy from marketing savvy, and examine three ways of measuring consumer savvy in adults and children. The measurement of human intelligence has a 100-year history, so the researchers' modest intention at this early stage of exploration is to provide a first view of the conceptual and research issues relating to consumer savvy. The paper also presents early exploratory research on certain aspects of consumer savvy. These include intergenerational effects based on the relationship between the 'know how' of a mother and her child. Implications for researchers (academics and practitioners) are examined. © 2008 The Market Research Society.
Nancarrow, C., Tinson, J., & Brace, I. (2008). Consumer savvy and intergenerational effects. International Journal of Market Research, 50(6), 731-755. https://doi.org/10.2501/S1470785308200183