The savvy French consumer: a cross-cultural replication
M Garnier, EK Macdonald - Journal of Marketing management, 2009 - Taylor & Francis
While French consumers' adoption of broadband may slightly lag UK and Australian uptake,
their adoption of various interactive technologies is rapidly increasing. The multi-
dimensional 19-item consumer SAVVY scale helps to assess consumer competency–
including technological sophistication, marketing literacy, and networking–and can be used
for population profiling. The scale is applied to a sample of French consumers (in French
language) and a sample of UK consumers (in English). The findings indicate translational …
their adoption of various interactive technologies is rapidly increasing. The multi-
dimensional 19-item consumer SAVVY scale helps to assess consumer competency–
including technological sophistication, marketing literacy, and networking–and can be used
for population profiling. The scale is applied to a sample of French consumers (in French
language) and a sample of UK consumers (in English). The findings indicate translational …
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