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Much of the literature on consumer empowerment focuses on consumers' efforts to regain control of their consumption processes from suppliers. The purpose is to argue that many suppliers achieve success by trying hard to empower consumers. The mechanism by which this takes place consists of researching and providing what consumers want. Consumers feel empowered when they are able to enjoy the consumption process. This is of particular note in shopping, which is not simply obtaining products but also experience and enjoyment.

Research is examined into the links between firms' efforts to understand what consumers want, atmospheric stimuli, emotions and buying behaviour.

The paper finds that successful firms' try hard to understand what consumers want and to improve consumer satisfaction and empowerment by providing pleasant marketing …