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.
Likert (1–7, strongly disagree to strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Score = mean. Higher = stronger price maven orientation. Price mavens are heavy users of price comparison platforms (PriceSpyon, Google Shopping), deal aggregators, and coupon communities. They amplify the reach of price promotions through social sharing. Price mavenism is distinct from deal proneness — mavens share price information altruistically, not just to obtain personal savings. Widely used in research on price communication, promotional seeding, and consumer information networks.
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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