{"id":399,"date":"2013-09-23T16:05:13","date_gmt":"2013-09-23T20:05:13","guid":{"rendered":"http:\/\/nm.cms-devl.bu.edu\/everett\/?page_id=399"},"modified":"2014-08-06T10:10:06","modified_gmt":"2014-08-06T14:10:06","slug":"consumer-control","status":"publish","type":"page","link":"https:\/\/www.bu.edu\/questrom-magazine\/fall13\/consumer-control\/","title":{"rendered":"Consumer Control"},"content":{"rendered":"<p><strong>Old model<\/strong>: Company creates product, ad agency develops promotional message, media outlet broadcasts message, consumers buy.<br \/>\n<strong>New model<\/strong>: Consumers cocreate products (e.g., MyStarbucksIdea), consumers cocreate ads and distribute them on social networks, consumers tweet, consumers blog, consumers write online reviews.<\/p>\n<p>\u201cAnd thus,\u201d says Associate Professor of Marketing Fr\u00e9d\u00e9ric Brunel, \u201cconsumers are not just consumers of products, but they are becoming marketers of these products and services.\u201d Brunel calls this phenomenon \u201cconsumer-mediated marketing,\u201d and he expects the trend to grow.<\/p>\n<p>Associate Professor of Marketing Barbara Bickart agrees: \u201cConsumers will become increasingly sophisticated in their roles as influencers and tastemakers,\u201d she says. Platforms that allow for peer recommendations will become even more popular and will be increasingly available at the time of decision-making. Marketers, she adds, have a lot to learn about operating in this new environment, where they have limited control.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Old model: Company creates product, ad agency develops promotional message, media outlet broadcasts message, consumers buy. New model: Consumers cocreate products (e.g., MyStarbucksIdea), consumers cocreate ads and distribute them on social networks, consumers tweet, consumers blog, consumers write online reviews. \u201cAnd thus,\u201d says Associate Professor of Marketing Fr\u00e9d\u00e9ric Brunel, \u201cconsumers are not just consumers of [&hellip;]<\/p>\n","protected":false},"author":2184,"featured_media":0,"parent":26,"menu_order":37,"comment_status":"closed","ping_status":"closed","template":"story.php","meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Consumer Control - Questrom Magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bu.edu\/questrom-magazine\/fall13\/consumer-control\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Consumer Control - Questrom Magazine\" \/>\n<meta property=\"og:description\" content=\"Old model: Company creates product, ad agency develops promotional message, media outlet broadcasts message, consumers buy. 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