Mapping consumer power: an integrative framework for marketing and consumer research

Purpose – To help shape a more cohesive research program in marketing and consumer research, this paper presents a systematic effort to integrate current research on consumer empowerment with highly influential theories of power. A conceptual overview of power consisting of three dominant theoretical models is developed onto which is mapped existing consumer empowerment research. Design/methodology/approach – A synthetic review focuses on three perspectives of consumer power: consumer sovereignty, cultural power and discursive power, drawing from sociological, philosophical and economic literature. These models are then applied to consumer research to illuminate research applications and insights. Findings – Research of consumer empowerment has grown significantly over the last decade. Yet, researchers drawing from a variety of intellectual and methodological traditions have generated a multitude of heuristic simplifications and mid‐level theories of power to inform their empirical and conceptual explorations. This review helps clarify consumer empowerment, and offers a useful map for future research. Research limitations/implications – Researchers in consumer empowerment need to understand the historical development of power, and to contextualize research within conflicting perspectives on empowerment. Originality/value – The paper makes several contributions: organizes a currently cluttered field of consumer empowerment research, connects consumer and marketing research to high‐level theorizations of power, and outlines specific avenues for future research.