Observational analysis shows mavens share negative information equally with nonmavens in the marketplace, indicating distinct sharing tendencies for retailers.
Market mavens are consumers who acquire knowledge and expertise about local marketplace conditions and, therefore, are of special interest to retail managers who, it is expected, might find mavens an efficient conduit through which to communicate messages to the market. The purpose of this study was to examine mavens’ information provision tendencies with respect to positive versus negative marketplace information. From a sample of 280 adult women, it was concluded that (1) mavens more often share positive information and negative information than nonmavens, and (2) all consumers more often share positive than negative information, but market mavens are no more or less likely to do so than nonmavens. The article then discusses implications for retailers.
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Schneider et al. (1993) studied this question.
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