| Abstract: | This paper establishes a “hierarchy of consumer participation” that has striking parallels to the hierarchy of political involvement developed by Milbrath (1965, 1982). Analysis of consumer decision making required by the deregulation of telecommunications shows that independence of decision making, propensity to use sources of information, and propensity to influence others' decisions are highly interrelated. Four main types of consumers are identified: consumer influentials, active consumers, dependent consumers, and nondecision makers. The levels of consumer participation should be highly salient in defining targets and programs for consumer research, education, protection, and policymaking. |
