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Innovative Consumers and Market Mavens

Innovative Consumers and Market Mavens Consumer researchers describe two types of consumers they term “the consumer innovator” and “the market maven.” The former are eager buyers of new products; the second are especially knowledgeable about shopping and buying. The present study examined the relationship between these two constructs as part of a nomological network analysis. We used data from 204 student consumers to test hypothesized relationships among scores on the market maven scale and a measure of innovativeness with opinion leadership, price sensitivity, and self-reports of time and money spent shopping. The analysis showed positive correlations among the measures, but there is clear evidence that the consumer innovator and market maven concepts are separate and distinct. The measure of consumer innovativeness predicted the behavioral criteria better than the market maven scale did. Both concepts may be important to retail managers as they develop strategies for new products. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Theory & Practice Taylor & Francis

Innovative Consumers and Market Mavens

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References (33)

Publisher
Taylor & Francis
Copyright
Copyright 1998, Association of Marketing Theory and Practice, Inc. All rights reserved.
ISSN
1944-7175
eISSN
1069-6679
DOI
10.1080/10696679.2003.11658508
Publisher site
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Abstract

Consumer researchers describe two types of consumers they term “the consumer innovator” and “the market maven.” The former are eager buyers of new products; the second are especially knowledgeable about shopping and buying. The present study examined the relationship between these two constructs as part of a nomological network analysis. We used data from 204 student consumers to test hypothesized relationships among scores on the market maven scale and a measure of innovativeness with opinion leadership, price sensitivity, and self-reports of time and money spent shopping. The analysis showed positive correlations among the measures, but there is clear evidence that the consumer innovator and market maven concepts are separate and distinct. The measure of consumer innovativeness predicted the behavioral criteria better than the market maven scale did. Both concepts may be important to retail managers as they develop strategies for new products.

Journal

Journal of Marketing Theory & Practice – Taylor & Francis

Published: Oct 1, 2003

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