Market Mavens' Motivations to Acquire Information

Provided by: Marketing Management Association (MMA)
Topic: E-Commerce
Format: PDF
Market mavens are distinguished by two key behaviors: acquiring relevant and valuable marketplace information and sharing this information with other, less-involved consumers. This paper focuses on the former, whereas past papers have focused on the latter behavior. A hypothesized model describes relationships among two competing possible motivations (i.e., a socially construed, more affective one, social consumption motivation, more utilitarian, cognitive one and maximization), market mavenism, and materialism. Findings reveal that market mavens are driven to find the best option available and are less concerned with social status.

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