Abstract
This paper introduces consumer empowerment as a promising research area. Going beyond lay wisdom that more control is always better, we outline several hypotheses concerning (a) the factors that influence the perception of empowerment, and (b) the consequences of greater control and the subjective experience of empowerment on consumer satisfaction and confidence.
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Wathieu, L., Brenner, L., Carmon, Z. et al. Consumer Control and Empowerment: A Primer. Marketing Letters 13, 297–305 (2002). https://doi.org/10.1023/A:1020311914022
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DOI: https://doi.org/10.1023/A:1020311914022