Market Mavens: Model Building for Measuring Consumer Expert Knowledge
Marketing Management Association, MBAA Conference, Chicago, March 2010
6 Pages Posted: 7 Jul 2010
Date Written: March 16, 2010
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: Suggested Citation