Document Type
Conference Proceeding
Conference Track
Sales Promotion/ Retailing
Publication Date
2016
Abstract
Since Feick and Price (1987) introduced the concept of market mavenism almost 30 years ago, researchers have accumulated a large body of empirical findings describing market maven attitudes, behaviors, and characteristics. Mavenism can be defined briefly as a strong involvement in the marketplace. The purpose of the present study was to assess relationships between market mavenism and three aspects of consumption behavior largely ignored by previous research into market mavenism. Analysis of data from a sample of 351 adult U.S. consumers confirms that market mavenism is positively related to frugality and negatively related to brand loyalty. The results showed that as H1 hypothesized, mavenism is positively related to frugality (r = .27). H2 proposed that mavenism is negatively correlated with brand loyalty. The results (r = -.24, p < .01) support this hypothesis as well. H3 posited that mavenism is positively correlated with shopping and spending. The correlations (.27 and .29) support this. These findings continue to develop our understanding of market mavenism and provide insights that marketing managers might use as they factor mavenism into their strategies.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Goldsmith, Ronald E. and Flynn, Leisa Reinecke, "Mavenism, Frugality, and Loyalty" (2016). Association of Marketing Theory and Practice Proceedings 2016. 18.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2016/18
About the Authors
Ronald E. Goldsmith, Ph.D., is the Richard M. Baker Professor of Marketing at Florida State University where he specializes in individual differences in consumer behavior.
Leisa Reinecke Flynn, Ph.D., is BAC Research Professor of Marketing at the University of Southern Mississippi where she specializes in studying materialism in consumers.