AMS Review

, Volume 8, Issue 3–4, pp 214–227 | Cite as

Consumer empowerment in consumer–firm relationships: conceptual framework and implications for research

  • Sanam AkhavannasabEmail author
  • Danilo C. Dantas
  • Sylvain Senecal


This article contributes to the literature on consumer power in consumer-firm relationships in three ways. First, it proposes a consumer empowerment framework adopting a consumer perspective that includes the antecedents and consequences of consumer power perception. Second, it distinguishes two manifestations of consumer power perception: personal power—the perceived ability to resist or ignore a firm’s persuasive efforts and make final decisions independently—and social power—the perception of influencing a firm’s decisions and responses. Third, it identifies the entities involved (i.e., firms, third parties, and other consumers) that empower consumers through the exchange of resources. Moreover, this article discusses how the constructs of consumer power and empowerment differ from related concepts such as perceived control and self-efficacy. Finally, it proposes a research agenda.


Consumer power Consumer empowerment Social power Personal power 


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Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.Wilfrid Laurier UniversityWaterlooCanada
  2. 2.HEC MontréalMontréalCanada
  3. 3.HEC MontréalMontréalCanada

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