Market mavenism and consumer self‐confidence

Clark, Ronald A.; Goldsmith, Ronald E.; Goldsmith, Elizabeth B.

doi:10.1002/cb.248

Cited by 69 publications

(86 citation statements)

References 15 publications

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“…Some studies find mavens are more likely to be female (Goldsmith et al, 2006;Kontos et al, 2011;Williams & Slama, 1995), and others found a tendency for mavens to be of lower socio-economic groups . Overall, however, from a socio-demographic profiling perspective the market maven remains elusive (Clark, Goldsmith, & Goldsmith, 2008;Walsh et al, 2004;Wiedmann et al, 2001). There is no theoretical reason why boomer mavens should have a different socio-demographic profile than those belonging to younger cohorts, thus it is suggested that:…”

Section: Socio-demographicsmentioning

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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Section: Socio-demographicsmentioning

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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“…Literature confirms that self-confident consumers would be selective, yet focussed in their information search Clark et al, 2008;Bishop and Barber, 2012) because they either already possess the product knowledge, or know where to find and access the information they require. They also know how to evaluate product alternatives and how to reduce risk (Loibl et al, 2009;Bishop and Barber, 2012), which fuels the assumption that selfconfident consumers possess persuasion knowledge.…”

Section: Self-confidence During Consumer Decision-makingmentioning

confidence: 99%

“…One view is that CSCencompasses an individual's relative stable self-appraisal that is grounded in a person's self-concept, proposing that CSCis based on a subjective evaluation of one's confidence in your own abilities and authority to act in a specific context in the market place (Adelman, 1987;Blascovich & Tomaka, 1991;Clark et al, 2008;Moorman et al, 2001). …”

Section: Introductionmentioning

confidence: 99%

“…In essence then, CSC reflects an individual's self-belief that he/she can handle specific marketplace decisions and transactions notwithstanding the associated emotions such as stress and frustration or enjoyment, satisfaction and excitement (Phau &Sari, 2004;. Inescapably, CSC is closely related an individual's product related consumer socialisation, specifically the product knowledge a person has acquired through prior exposure and experience, which influences an individual's information search, trust in particular products, brands and retailers as well as post purchase behaviour (Bearden et al, 2001;Clark et al, 2008;Loibl et al, 2009;Tam, 2004).…”

Section: Introductionmentioning

confidence: 99%

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Determining Key Factors in Consumer Evaluation of an Airport

Hong¹,

Berger²

2016

JMM

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The investigation referred to consumers' purchase of a fairly complex household product focusing on consumers' persuasion knowledge as a possible indication of consumers' self-confidence, a personal characteristic that has largely been neglected in consumer behaviour literature to date. The sample comprised 461 experienced consumers who were recruited across a major urban area in a Third-world context. An adapted version of the 2009 Consumer Self Confidence (CSC) scale of Loibl and co-workers was used to confirm the underlying constructs associated with CSC aiming to specifically endorse consumers' persuasion knowledge as antecedent of CSC. Because a four-point scale was used, the researchers had to use anunweighted least squares procedure (ULS) to estimate the parameters during structural equation modelling, aiming to acquire acceptable goodness of fit indices (>0.9). Scale items were validated and confirmatory factor analysis was used to check the dimensions of the scale as well as the proposed path diagram prior to more comprehensive statistical analyses. SEM involved two parts, firstly a measurement model was compiled to confirm the items and to examine the relationships between the latent variables, followed by the design of the structural model that indicates the influence between the latent variable. Findings confirmed persuasion knowledge (PK) as an antecedent of CSC. Evidence of the positive influence of age and education level on consumers' PK sanctions the positive influence of consumer socialization. Findings have multiple implications in terms of the ways in which industry and retail convey complex information to consumers, and how vulnerable consumers can be empowered in a market place.

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“…They initiate discussions with consumers and respond to requests from consumers for market information (Feick and Price 1987). Market mavens are confident about their ability to acquire information and to choose between alternative products (Clark 2008). All of these definitions indirectly stipulated that the most salient hallmark of market mavens is their possession of a wide range of market place information.…”

Section: Knowledge Level Of Market Mavensmentioning

confidence: 99%