The Market Maven: A Diffuser of Marketplace Information

Abstract

The research focus is individuals who have information about many kinds of products, places to shop, and other facets of the market, and initiate discussions with and respond to information requests from other consumers. Specifically, the authors develop a Likert-type scale to measure consumers’ propensity to provide general shopping and marketplace information. Consumers scoring high on this scale are referred to as “market mavens.” Based on a national sample of 1531 households, the findings indicate that market mavens exist and that other consumers recognize them. Consumers believe market mavens are influential in their purchasing decisions. The authors document the distinctness of market mavens from other influencers. They test several propositions about the market attitudes and behaviors of market mavens, but find no clear socioeconomic and demographic profile of these influencers. The results have implications for marketing managers and suggest a reexamination of the approach to information diffusion.

Determinants and beliefs of health information mavens among a lower-socioeconomic position and minority population

“…The five item health information maven scale was adapted from the six item market maven scale (Feick & Price, 1987). The questions were: 1) I like introducing new health topics to my friends and family; 2) I like helping people by providing them with information about health; 3) People ask me for information about health; 4) If someone asked where to get the best information about a particular health topic, I could tell him or her where to go; 5) My friends think of me as a good source of information when it comes to new information about health.…”

“…A market maven is an interpersonal source of communication whose influence and consumer product information is based on general knowledge and experience (Abratt, Nel, & Nezer, 1995; Feick & Price, 1987). Although the concept of a maven is similar to that of an early adopter or opinion leader which have been extensively examined in relation to public health promotion (Rogers, 2004; Valente & Pumpuang, 2007), mavens are distinct in that they possess general rather than specific information and influence (Feick & Price, 1987). For example, early adopters knowledge is limited to a domain that they themselves have experienced, such as information on breast cancer because they (or a close relation) have personally experienced breast cancer (Rogers, 2004).…”

“What sort of soil do rhododendrons like?” ‐ comparing customer and employee responses to requests for product‐related information

“…Privacy seekers (Goodwin, 1994), for example, would go out of their way to avoid contact with either salesperson or customer and would be unlikely to be prepared to act as an information source in the service setting. In contrast, market mavens (Feick and Price, 1987) are individuals who tend to possess general retail information and are, therefore, more likely to be both willing and able to play the role of information provider. McGrath and Otnes (1995, pp.…”

Consumer market beliefs and their managerial implications: an empirical examination

“…Market mavens are people who are highly involved in shopping and share their expertise with others (Feick and Price, 1987). The perceptions of market mavens are particularly important to retailers because they are "lead shoppers" and "opinion leaders".…”