Title

Motivators of market mavenism in the retail environment

Abstract

This study examines relationships between market mavenism and five other consumer characteristics. We conceptualize three of these characteristics as broad marketplace concepts at the same (or higher) level of abstraction as mavenism. The remaining two variables are involvement with specific product categories: mobile phones and clothing. The data come from a survey of 258 US student consumers. The results show that mavenism is positively associated with brand engagement in self-concept, status consumption, and materialism. Mavenism is also positively associated with involvement with mobile phones and with clothing. This pattern of relationships enriches the nomological network of market mavenism by describing possible motivators and consequences of this unique aspect of consumer behaviour.

Department(s)

Marketing

Document Type

Article

DOI

https://doi.org/10.1016/j.jretconser.2012.03.005

Publication Date

2012

Journal Title

Journal of Retailing and Consumer Services

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