Measures the degree to which a consumer is a price maven — an individual who has extensive knowledge about prices and stores, and actively shares this information with others. Price mavens differ from opinion leaders (who influence product choices) and from deal-prone consumers (who seek bargains for themselves alone) — mavens are motivated by both knowing prices and disseminating that knowledge to help others. Price mavens are a critical segment for word-of-mouth spread of price information, discount promotions, and comparative advertising. They are heavy users of price comparison websites, coupon-sharing platforms, and consumer review sites. They attend more carefully to advertised prices and store them more accurately in memory. Understanding the price maven segment is essential for pricing communication strategy.
Feick, L.F., & Price, L.L. (1987). The market maven: A diffuser of marketplace information. Journal of Marketing, 51(1), 83–97.
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