Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2024 Annual


Unveiling Consumer Empowering Pathways
(A2024-119401)

Published: May 28, 2024

AUTHORS

Sanam AKHAVANNASAB, Aalborg university; Dr. Holger Roschk, Aalborg University Business School

ABSTRACT

Consumer empowerment has been a focal point in marketing studies as consumers actively shape and influence their consumption experiences. This research addresses the gaps in empirical studies evaluating the consumer empowerment process, examining its accelerators, outcomes, and consequences. Drawing on the theory perceived control and consumer empowerment, this research aims to develop an empirical model encompassing predictors and consequences of consumer power. Using structural equation modelling, the study supported the relationships between consumer involvement and perceived control (decisional, cognitive, and behavioral), the impact of perceived control on perceived personal and social power, and the consequences of consumer power on emotional responses and relational commitment. Moreover, attachment style plays the role of a control variable, with attachment anxiety reducing personal power and attachment avoidance impeding the empowering route of social power.