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All Outputs (2)

Consumer savvy and intergenerational effects (2008)
Journal Article
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

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 res... Read More about Consumer savvy and intergenerational effects.

Let's get ethical: Dealing with socially desirable responding online (2008)
Journal Article
Nancarrow, C., & Brace, I. (2008). Let's get ethical: Dealing with socially desirable responding online

Because marketing researchers are focusing increasingly on the issues of corporate and consumer social responsibility and other ethical behaviour, there is a clear need to assess the possible impact of Socially Desirable Responding in interviews on t... Read More about Let's get ethical: Dealing with socially desirable responding online.