Surrogate shoppers are involved in a significant portion of consumer decisions. This article broadens the application of the surrogate shopper concept by including all those who shop on behalf of clients and have a fiduciary responsibility to them and examining their implications for marketing and consumer theory. Surrogate shoppers have the potential to bring about efficiencies in marketing systems. However, with their information advantage and decision-making power, both positive and negative consequences can accrue to consumers, suppliers, and society.
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