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| Tekijä: | Feick, L. F. Price, L. L. |
| Otsikko: | The market maven : a diffuser of marketplace information. |
| Lehti: | Journal of Marketing
1987 : JAN, VOL. 51:1, p. 83-97 |
| Asiasana: | MARKETING CONCEPT MARKET RESEARCH MARKETING INFORMATION CONSUMER RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | The concept of a marketplace influencer is developed whose influence is based on knowledge or expertise in particular product categories,but rather on more general knowledge and experience with markets. A Like-type scale is developed to measure consumers' propensity to provide general shopping and marketplace information. Customers scoring high on this scale are referred to as "market mavens". The distinctiveness of market mavens from other influencers are documented. Several propositions about the market attitudes and behaviors of market mavens are tested but no clear socioeconomic and demographic profile of these influencers is found. |
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