Generalized marketplace influencers’ (market mavens’) attitudes toward direct mail as a source of information

Feick and Price (1) have identified a new type of interpersonal influencer, the “market maven,” whose influence derives not from experience or expertise in any particular product category, but rather from experience and expertise concerning the marketplace in general. According to Feick and Price, mavens can be thought of as consumers whose knowledge transcends many different product categories, types of distribution outlets, local marketplace developments, and so on, and who actively share this information with others. The purpose of this study was to examine how market mavens’ attitudes toward direct mail (and, implicitly, other forms of direct marketing) differ from those of other consumers. Using results from a sample of nearly 300 adult women, we concluded that market mavens have more favorable attitudes toward direct mail as a source of information than do nonmavens.