Innovative Consumers and Market Mavens

Goldsmith, Ronald E.; Flynn, Leisa Reinecke; Goldsmith, Elizabeth B.

doi:10.1080/10696679.2003.11658508

Cited by 158 publications

(141 citation statements)

References 21 publications

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“…In this paper, we use these terms interchangeably. Opinion leaders and mavens tend to be ''innovators,'' also known as early adopters (Myers and Robertson, 1972;Summers, 1970;Rogers, 1995;Flynn et al, 1996;Goldsmith et al, 2003). Discovery is a key aspect of opinion leadership in culture; and opinion leaders tend to have higher status and be well respected in their communities and by their peers.…”

Section: Introductionmentioning

confidence: 99%

Pathways to music exploration in a digital age

Tepper

Hargittai

2009

Poetics

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This paper looks at the largely unexplored terrain of how young people find music that is new to them in an environment with an unprecedented number of possibilities. Digital media has changed not only how artists create and distribute content, but also how listeners find and access new material. The new options exist in the context of older traditions such as using one's social networks or traditional media to find content. Based on original data with a sample of college students, we find that while students use digital media to find music new to them, social networks and traditional media continue to play a very important role in the course of exploration. We also find that digital technology is used differently by different types of music consumers and draw distinctions between peer-to-peer services and browsing, with the former more likely to be used by students from higher socio-economic backgrounds who are opinion leaders in the realm of music. We conclude with observations about the nature of opinion leadership and music and argue that future research should examine more closely the links among the discovery and sharing of culture, opinion leadership and social recognition and status. #

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Section: Introductionmentioning

confidence: 99%

Pathways to music exploration in a digital age

Tepper

Hargittai

2009

Poetics

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“…The baby boomers are an important cohort to study not only because of its size but because of the journey they have taken over their lives (Leach, Phillipson, Biggs, & Money, 2013). Yet, many empirical studies of market mavens fail to include anyone over age 50 years in their samples at all (Goldsmith, Flynn, & Clark, 2012;Goldsmith et al, 2003;Hwan, Leizerovici, & Zhang, 2012;Mooradian, 1996) or are biased towards younger aged respondents with average sample ages in the twenties (Geissler & Edison, 2005;Goldsmith, Clark, & Goldsmith, 2006) or thirties (Ruvio & Shoham, 2007). No previous maven study has concentrated solely on consumers over 50 years old.…”

Section: Baby Boom Consumersmentioning

confidence: 99%

The baby boomer market maven in the United Kingdom: an experienced diffuser of marketplace information

Sudbury-Riley

2016

Journal of Marketing Management

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This study identifies and profiles market mavens among the baby boomer generation in the United Kingdom. Boomers are an important market segment, yet most advertising targets younger audiences, making word-of-mouth communications crucial among this older cohort. Findings suggest boomer mavens place great importance on 'respect' values, are particularly concerned with fashion and compared with non-mavens are more likely to try new brands, watch more television, hold positive attitudes towards advertising and seek out bargains. The study is useful to those businesses wishing to target a mature consumer who people perceive as a good source of marketplace information and who likes introducing new brands to others. ARTICLE HISTORY

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“…39 Although consumer innovativeness parallels market mavenism in some ways, they are considered two distinctive constructs that explain consumer interest in exploring various media channels for market information and exploring new developments in the marketplace. 37 Consumer innovativeness is a strong predictor of consumer intention to use interactive electronic media for shopping. 40 This relationship has been empirically confirmed in the context of mobile shopping and mobile multimedia broadcasting services.…”

Section: Attitude and Behavioural Intentionmentioning

confidence: 99%

“…37 Consumer innovativeness is defined as an individual's willingness to investigate and adopt products, services or ideas. 38 Market mavenism refers to an individual's inclination to expand broad market knowledge and become involved in leading-edge shopping-related activities.…”

Section: Attitude and Behavioural Intentionmentioning

confidence: 99%

Consumer acceptance of mobile marketing communications using the QR code

Ryu

Murdock²

2013

J Direct Data Digit Mark Pract

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US retailers have begun to utilize the Quick Response (QR) code in their transmission of mobile marketing communications. This research explores US consumers' adoption intentions towards the QR code in the retail environment by incorporating two theories -the technology acceptance model and uses and gratifications theory -and two consumer traits, consumer innovativeness and 'market mavenism'. The data was collected from 340 students attending a southwestern US university. Results suggested that perceived usefulness, ease of use, market mavenism and enjoyment positively affected consumers' intent to adopt the QR code, while innovativeness had a negative effect. The findings suggest that retailers can create interactive and pleasant store environments and appeal to target groups of customers through mobile marketing communications using the QR code.

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Innovative Consumers and Market Mavens

Cited by 158 publications

References 21 publications

Pathways to music exploration in a digital age

Pathways to music exploration in a digital age

The baby boomer market maven in the United Kingdom: an experienced diffuser of marketplace information

Consumer acceptance of mobile marketing communications using the QR code

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