Market Mavens: Model Building for Measuring Consumer Expert Knowledge

Marketing Management Association, MBAA Conference, Chicago, March 2010

6 Pages Posted: 7 Jul 2010

See all articles by Wolfgang Grassl

Wolfgang Grassl

St. Norbert College

James E. Harris

Saint Norbert College - Business Administration

Date Written: March 16, 2010

Abstract

It has proven difficult to define the concept of market mavens in a non-circular and meaningful manner. By contrast to behavioral models, it is here re-conceptualized as essentially relying on expert knowledge. The model builds on special skills in comprehension and makes self-reflectiveness in consumer knowledge the key defining criterion.

Keywords: Market mavens, experts, consumer knowledge

JEL Classification: M31

Suggested Citation

Grassl, Wolfgang and Harris, James E., Market Mavens: Model Building for Measuring Consumer Expert Knowledge (March 16, 2010). Marketing Management Association, MBAA Conference, Chicago, March 2010, Available at SSRN: https://ssrn.com/abstract=1634929

Wolfgang Grassl (Contact Author)

St. Norbert College ( email )

100 Grant Street
De Pere, WI 54115-2099

James E. Harris

Saint Norbert College - Business Administration ( email )

De Pere, WI 54115
United States

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