摘要：The focus of this study is to suggest how the degree of power consumers possess in the marketplace develops in part from the nature of the relationships between retailers and their targeted markets. Propositions are developed to facilitate empirical research by consumer researchers. By furthering awareness of the nature of consumer power, consumer educators and activists may gain a clearer understanding of the relationships between consumers and retailers, and retailers may be in a better position to determine the optimal investment of limited resources.
