Journal of Consumer Behaviour

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Volume 16 Issue 2 (March/April 2017), Pages 99-194

Filling some gaps in market mavenism research (pages 121-129)

Abstract

Since Feick and Price introduced the concept of market mavenism almost 30 years ago, researchers have accumulated a large body of empirical findings describing market maven attitudes, behaviors, and characteristics. Surprisingly, only a few studies examine the relationship between market mavenism and its personality antecedents represented by the Big Five theory. In addition, 2 consequences of mavenism, brand loyalty and frugality, have not been studied. The present study contributes to understanding mavenism by filling some gaps in this body of knowledge by using data from a sample of 351 adult US consumers. The findings reveal moderate positive associations of mavenism with openness to experience, extraversion, and agreeableness and weak positive associations with conscientiousness and emotional stability. They also show that market mavenism is positively related to frugality and negatively related to brand loyalty. The findings also confirm that mavens shop more and buy more than other consumers do. These findings continue to expand our understanding of market mavenism and provide insights that marketing managers might use as they factor mavenism into their strategies. Copyright © 2016 John Wiley & Sons, Ltd.

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