Market Maven Scale
MAVENMarket mavens are consumers with a propensity to provide general shopping and marketplace information. They possess information about many kinds of products, places to shop, and other facets of markets, initiate discussions with consumers, and respond to requests for market information. Their expertise is market-wide rather than product-specific — distinguishing them from product opinion leaders.
6 items
1987
α 0.82–0.84
Free
Feick, L.F. & Price, L.L.
What it measures
The Market Maven Scale captures a distinct diffuser role in consumer markets — individuals who serve as generalist marketplace information hubs rather than product-specific opinion leaders. Validated in a nationwide telephone survey of 1,531 adults (M=25.6, SD=8.5). Market mavens are more likely to engage in smart shopping behaviours (coupon use, grocery budgeting), are among the first aware of new products, engage heavily with advertising and information sources, and are correlated with innovativeness (r=0.31–0.34). Discriminant from opinion leadership (r=0.22) via confirmatory factor analysis. Item-to-total correlations 0.48–0.67.
Representative items
- I like introducing new brands and products to my friends.
- I like helping people by providing them with information about many kinds of products.
- People ask me for information about products, places to shop, or sales.
- If someone asked where to get the best buy on several types of products, I could tell him or her where to shop.
- My friends think of me as a good source of information when it comes to new products or sales.
Citation
Feick, L.F., & Price, L.L. (1987). The market maven: A diffuser of marketplace information. Journal of Marketing, 51(1), 83–97.