Market Mavens and Opinion Leaders: Are They the Same Or Different?
Market mavens and opinion leaders are important consumer groups. This study investigates gender, product involvement, and need for variety as antecedents of these constructs and looks into their relationship with satisfaction and loyalty. Using data from 1,200 German consumers in four product categories, it was found that opinion leaders have higher levels of product category involvement than market mavens, while market mavens have a higher need for variety than opinion leaders. Further, gender does not appear to affect market mavenism. Finally, opinion leaders and market mavens tend to have higher levels of satisfaction and loyalty, but this varies across product categories.
Nicola E. Stokburger-Sauer and Wayne D. Hoyer (2007) ,"Market Mavens and Opinion Leaders: Are They the Same Or Different?", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 343-344.
Nicola E. Stokburger-Sauer, University of Mannheim, Germany
Wayne D. Hoyer, University of Texas at Austin, USA
E - European Advances in Consumer Research Volume 8 | 2007
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