A Characterisation of Consumer Empowerment Drawn from Three Views of Power

Abstract

This paper develops a general model of consumer empowerment based on three different but overlapping views of power and empowerment. Theories from psychology, economics and social relations suggested that four key factors described the complex concept of consumer empowerment. These factors are: ability to customize and personalise a product/service; ability to tailor price and pre and post purchase services; extent and ease of communication relevant to the purchase decision; and degree of regulation and trust in the purchase environment. The first two factors have to do with the consumers’ ability to control the environment to produce outcomes that they desire, while the last two factors have to do with interrelationships.