Consumer Empowerment article on MarketingProfs

Posted on Wednesday 30 November 2005

We had the chance to contribute an article to MarketingProfs, the online marketing ressource for professionals and professors.

In the article, entitled “Consumer Empowerment Reloaded: Why Your Customers Should Drive Your Marketing”, we explain how the Hawthorne effect, a psychological mechanism, is actually at play when consumers are empowered. And we talk about how companies can tap into this powerful effect.