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| Author: | Chelminski, P. Coulter, R. |
| Title: | Examining Polish market mavens and their attitudes toward advertising |
| Journal: | Journal of East-West Business
2002 : VOL. 8:1, p. 77-89 |
| Index terms: | Advertising Markets Consumer attitudes Consumer behaviour Poland Europe |
| Language: | eng |
| Abstract: | This paper offers some insights about Polish consumers with varying levels of general marketplace expertise, their role in diffusing product information, and their views of advertising. Market mavens are consumers who exhibit heightened interest in and knowledge about the marketplace. Because of their interest in communicating with others about the many aspects of the marketplace, these consumers can play an integral role for companies interested in diffusing marketing information. Among others, results of this study indicate that market mavens do indeed exist in Poland and they exhibit similar characteristics to market mavens identified in the U.S. They have more favourable attitudes toward advertising than other consumers. Additionally, they consider advertising as an important source of product and social image information. |
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